User blog comment:Degritone/Wdrei, the Jumbler/@comment-26378838-20160708231235/@comment-3391671-20160711115717

Sorry to be nitpicky here, but the following bothered me:
 * Degitrone: The ranks were done for the same reason as Ryze and his ult/Q losing/gaining a rank."
 * Numinous J: I'm not too fond of that mess with either, but that might be just me.

I agree with what Numinous is saying about the two-rank ult the new Ryze has. As much as Riot applied that to an actual champion, I don't believe it's a solid enough reason to apply that to custom champions. Some people don't like it, while others see that it could have been avoided in other cases. If you believe adding a third rank would make it confusing due to more numbers, then it's best to revise the ability description/mechanics itself than using a new concept (the two-rank ult idea).

Ryze's ult was given only two ranks not because it would be messy with three ranks but because it would be hard to balance how it would rank up. If it gave too little, ranking it up wouldn't be as impactful; if it gives too much... it would simply be too powerful. Plus, Ryze's ult is a utility ult that works on its own, whereas his basic abilities (especially Q) are the complete core of his kit. In Wdrei's case, the ult is more than utility and can become a critical part of the kit with his other abilities.