If you want to get a guy over really quickly, what do you do? You can have him get beat down, yes. But he also has to gain a measure of revenge. Mamaluke wasn't being booked as Tony Mamaluke the wrestler who hasn't been on national TV since the 2002, but as Tony Mamaluke the member of EV2.0. Do you think Storm was hurt by that at all? He was one person in the middle of an arena wide brawl.
If your problems are with TNA even having an ECW storyline, then I can't argue with you. Personally I love it, but I was raised on ECW. But if you're talking about the booking decision to have Mamaluke beating down Storm: see above.