Bray Wyatt is where feuds go to die. Because his character is so enigmatic, and he talks in riddles, its really hard to get behind the motivation of his feuds. He seemingly picks his targets at random (before Roman it was Ryback, before him it was The Undertaker, before Undertaker it was Dean Ambrose), and nobody looks good after the feud is over. Roman was chosen to feud with Wyatt in order to re-build his brand after it had been thoroughly destroyed by the WWE Universe in the build to Wrestlemania. The feud consisted of a series of singles and tag team matches ranging from June to October, culminating in a Hell in the Cell match. The matches were fine enough, but the feud lacked a lot of sizzle to be continuing for four months. It actually started interestingly enough with Bray subtly threatening Romans real-life daughter, but that move was obviously too risqué for a PG show, and it was quickly dropped from the feud.
