Well I'm sure that there's more to his character then just being a bully but it seems like they don't want to move beyond that keep him has the stereotypical bully character, which suck since bull characters can end up doing some amazing things, in the comics Flash thompson (the guy that always bullies peter parker) is a big fan fan of spiderman and ends up joining the military and does some amazing things.Here's a video about it.He when from being a stereotypical bully character to a likable character and a true hero, maybe they could do something similar with him.