Eastenders knew they had messed up with that whole Beale/Max saga as there was no way they were going to get rid of Ian, so they were forced to find another way out. Their way out was to turn Max into a baddie, so that somehow he became villified and Ian was freed from all responsibility for his actions. At first even that didn't work, so they roped Willmott-Brown into the story, a character, who, under any other circumstances, would never have come back.
This whole thing since the murder of Lucy has been a stain on the history of Eastenders.