Ambrose will be the mouth piece of this group (if they go down that route), Reigns will be the muscle and Rollins will just be that guy really who is great and exciting in the ring but not got much else. It will be good to get him on the map in the WWE and in front of the fans.
I'm thinking that Rollins will probably turn on them and align with Cena etc before too long. If he stays as a heel for any extended amount of time then his career will be pretty much ruined.
I hope these three won't just become Punk's lackeys.