It was reported last September by WrestlingNews.co that the long-term plans were to eventually turn Roman Reigns into the top babyface in the company.
This is the reason why Reigns is booked to dominate his feuds and because of the feeling that he needs to be booked like this for when he wrestles The Rock.
One person in WWE told the media outlet:
“Vince doesn’t want to portray Roman as a cowardly heel who gets his ass kicked 50 percent of the time. He’s the guy who will carry the company for the next few years and Vince sees him as his top priority. Protect Roman at all costs.”
