At the end of the day, guys like Kevin Owens are champions and should not be losing so much on TV.
They done the same with Axel, they done it to a ridiculous amount with Bad News Barrett and to an extent they done it with Cody Rhodes.
Kevin Owens is a special talent anyway so deserves to be protected a bit more. Especially now he is a champion.
There was no reason why Ziggler couldn't have taken the pin last week in the No 1 Contender match, and there was no reason that Owens and Ambrose could have brawled to the back and both been counted out if they are setting up Owens v Ambrose for the I.C Title.
It's just pure laziness and incompetent booking from the WWE as usual.