They did tho? He's a high ranking person in the cartel. He's directly responsible for Salamanca being in the wheelchair.
I get what you're saying tho. They implied he was gonna be this legendary villian and then it's revealed that he's just another cookie cutter cartel member. It seemed like they were gonna go some route like he was a former cartel leader who got disgraced and was now building himself and his empire back up. But it kinda fell flat.