if they weren't turning Ambrose or Reigns heel, why even go ahead with that as the final? Why even pit the "best buds" against each other? Their match was awful anyway. The promo between Reigns and Owens earlier in the night made for good TV. Plus, they could have had Owens beat down Reigns after the match, then allowing Sheamus to cash in. This would build a future feud with not only Sheamus, but Owens as well.