They did in 2/3 minutes what most stables are unable to do within months of TV time; character development, after watching that short interview you could already tell that Ambrose is going to end up being the border-line insane, sadistic, joker-esque member (bare in mind I haven't laid eyes on any of his work before this), Rollins comes across as 'doing the right thing' and seems to believe the intentions of the group are pure (and I'm calling it now Rollins will leave the group first and turn face against Ambrose/Punk (IF he's involved) and then Reigns, the strong silent type which I think is a really clever way of booking him as I've seen his NXT stuff and whilst he does have the 'look' he is VERY 'green' and atleast in this way it could mask his negatives. All in all am impressed with how this storyline and group has been booked (so far atleast), hopefully it continues because frankly there isn't that much else worth watching on RAW these days.
they gave me the same feelings and actually they can portray the differences between them even more next week with a very simple booking, let them have their first single match
reigns vs kane... this should allows him to showcase some strenght feat
rollins vs an heel... to help him to connect with the crowd
ambrose vs bryan... just let bryan cut a promo with kane about how he knows dean ambrose, he knows how insane he is and that he wants to deal with him, but when the time for bryan to enter the ring comes, he's nowhere to be found, so ambrose wins and they can move on. At the end of the episode they can show the security finds bryan hanging upsidedown with something like AH AH written all over his body
dude, sorry for my english i'm italian
edit: oh and from that u can have rollins asking ambrose if he got anything to do with that and that it's going to far, ambrose plays the innocent and reigns defends him