With the overall lack of main event depth in WWE these days, now would be the perfect time to get someone on a roll...attempt to get them hot and see if the individual can connect with the audience. One can always audible out of it but this matter can't be determined in a few weeks no matter how sage like some feel that they may be in determining such.
It's a process that is largely determined by the live audience's reaction over time.
All sports, or entertainment, fans want to support the 'stars' and 'stars,' IE heroes, and all have similar traits. They win more than they lose, they somehow eventually overcome when the odds are the greatest against them and they never quit. All these traits endears them to the audience. Fans can identify with winning. Loses become significant moments and not every other week occurrences.
50/50 booking helps NO one.
Those trying to re-invent the "booking" wheel and who refuse or simply ignore basic psychology and human emotions are foolish or naive or...gasp... egomaniacal.
Box office receipts and PPV numbers should convince any one who professes that the fine line between good and evil need not exist.