Gimmicks on top of gimmicks

Tito Santana had already established himself as a singles wrestler and as a tag partner for Strike Force before he was asked to dress up like a fool as a Matador. Tito jumped the shark that night when he stepped into the ring. Why was an established dude like Tito given a gimmick when he was already a legend? That's like giving Golddust a gimmick on top of a gimmick. Oh wait, they did that when he was "electrocuted" by the NWO. F-f-f-funny.