The WWE Chairman only learned that the two were not really related several weeks ago, says the story. Upon learning that they were lifelong friends, rather than brothers, McMahon was "stunned and frustrated," contending that the current fans would not accept a fake sibling gimmick.
He pushed creative to meet with the team and develop new names, hence the wrestlers are now Zack Ryder and Curt Hawkins.
Their current affiliation with Edge came about after creative followed through on McMahon's directive. Their individual personalities should come out over the course of the gimmick.