Kevin Owens is one of the most obvious heels on the WWE roster. Far from a criticism, that actually means that the man makes it clear he's not one fans should like. They can admire his work, sure, but he has no redeeming qualities aside from that. This was evidenced on Smackdown, when he intentionally decided to get himself counted out to escape his match against Ryback. This feud over the Intercontinental Title is set to continue, so it would have been foolish for creative to book a solid decision. The match was entertaining enough before the screwy finish, so it's unlikely fans would have left disappointed anyway. Better yet, it actually keeps the feud purring along nicely. It's only a matter of time before Owens is forced to defend the title properly. What's cool about the whole situation is that Owens doesn't come across as cowardly. Instead, he's simply arrogant, and getting under the skin of Ryback any way he can. There's nothing wrong with a match that helps that story progress, whilst also keeping the 'Big Guy' looking strong. An outright loss for either man wouldn't have achieved much.