For many people, the feud between Seth Rollins and Cody Rhodes should have ended at WrestleMania Backlash, so why is the company continuing it?
It Was Seemingly Over
Normally when WWE creates a storyline to last over more than two PPVs, the wrestlers involved trade wins in the first two. This gives them an apparent reason to continue it to determine who is the best. However, that hasn't been the case with Cody Rhodes and Seth Rollins, as the American Nightmare is 2-0 against his rival.
Rhodes picked up a victory at WrestleMania 38, and then again at Backlash, having dominated this storyline. After beating him a second time, Cody even said in an interview with WWE's social media that he was done with Seth. Most people presumed it was over, but when Seth screwed Cody out of the United States Championship, it was not the case.
The third match between them isn't something that fans are clamoring for at this point, because Cody has proven he can get the job done. Normally WWE gives fans a reason to want to see the babyface overcome their rival, but that doesn't exist with this storyline, which is why people are surprised that it is going to keep going.
WWE Is Not Rushing Cody Rhodes
One of the reasons that WWE is continuing this storyline is to not rush Cody Rhodes. It is clear that WWE has high hopes for him, and he is now being presented as a top star that is going to be a main event player moving forwards. He has made it clear that the World Title is in his sights, but WWE doesn't want to rush that.
The company is taking its time to reach that stage, with WWE not wanting to put him up against Roman Reigns straight away. They don't want the titles from the Tribal Chief just yet, therefore holding back on pushing Cody to that stage makes sense. When that match happens, WWE will want it to be at one of the major shows, such as SummerSlam.
It's one of the biggest matches at their disposal, so taking time to promote Cody into that spot is something that makes sense. WWE knows that they have something good on their hands with Cody and Seth because they are two good talents who have real chemistry inside the ring.
Having Cody look good against a former World Champion is something that allows his stock to continue growing, and that in itself is a good thing. WWE wants him to be seen as one of the biggest attractions in wrestling, therefore having him work with one of the top heels around is the best idea for making that happen.
The Need For Star Power
It was recently reported that Roman Reigns is not set to be part of the upcoming Hell In A Cell which is ultimately why this storyline is continuing. The company needs to have star power and the show to attract fans, and Cody and Seth tick that box.
They are two names that are big enough to headline the show, and that is something that WWE lacks elsewhere. There are also no other storylines right now that have the time or investment from the fans for it to be put in that spot, which is why they are continuing to push them for a third match.
Because WWE has decided to have themed PPVs such as Hell In A Cell, they have booked themselves into a corner. They need a rivalry where the wrestlers truly hate each other enough to warrant putting them inside the structure, and right now Cody and Seth are the best possible option.
The company promises fans at least one Hell In A Cell match by naming its show after the stipulation, and this is the match to do it. Cody getting a cheap win at WrestleMania Backlash gives Rollins enough to cling onto for the creative team to set this one up. While the storyline isn't as strong as it previously was, WWE has made it so that this rivalry continuing is a necessity. However, they are still in the same situation, where Cody really shouldn't be losing, which means Seth's value could continue to drop.