A character WWE fans haven't seen for a while is a mercenary for hire kind of gimmick. Kane selling out to The Authority and becoming 'Corporate Kane' is different, because he's bee aligned to one solid employer. Erick Rowan could be different, simply existing as a man who will take money for absolutely any violent job. Back during the 'Attitude' Era, Bradshaw and Faarooq were known as the 'APA'. This stood for, 'Acolytes Protection Agency', and the tag-team were easily hired by heels or babyfaces to take care of their rivals. That's something Rowan could excel at, especially if an aforementioned dominating performance at the Royal Rumble transpires. Imagine various heels cowering in fear when their opponent threatens them with Erick Rowan. That could help get the big guy over, and establish him as someone credible on the roster. Right now, fans wouldn't bat an eyelid if Rowan returned and started jobbing quickly, so he needs some sort of character to sink his teeth into.