Its not smart business. Think about it. Suppose Khali was the world champion and Punk/Rock were feuding for the IC title?
This makes no sense. Why would Khali be the World Champ.
Imagine Cena as World Champ and Punk and Rock feuding over the IC or US Title. The Rock could say how he's fond of the IC Title since it was his first Championship or how he wants the US title because its the only title he hasnt won yet and he wants to make sure Punk isn't called a Champion.
Punks quest could be to have the IC title surpass the WOrld Title.
Cutting a great Promo about Wrestlemania 3 and how Sports Entertainment Fans watched Hogan beat ANdre with the WWF Championship on the line. Wrestling fans were in awe when Steamboat and Savage stole the show over the IC belt.
Then he can rattle off Wrestlers who held the IC belt like Perfect, Hart, HBK, ANgle, Benoit, Owen, Regal, Eddie, Edge, Jericho all held the IC title...
While the World Title was around the waist of Sports Entertainment bums and lumbering idiots like Hogan, Nash, Sid, Rocky, Yokozuna who were all protected by the WWE brass.
He could then point to himself and Cesaro vs. the counter parts Cena and Big SHow.