The babyface turned arsonist is quickly becoming one of the most hated men in the company. And not on purpose, either. But Hell in a Cell just capped off a period of over six months of awful booking dating back to WrestleMania.
Unfortunately, the idea to make him Universal Champion seemed based more on short term milking of the final Shield reunion than his long term booking plans.
Despite a fantastic short program with AJ Styles for Money in the Bank, Rollins had a lackluster run with the belt thanks in no small part to Baron Corbin and Lacey Evans. This led to him dropping to Lesnar, only to win it again in a seemingly desperate attempt to reinvent Seth. And it almost worked.
He regained momentum fast, earning his rematch in a number one contender match, becoming the second ever two time Universal champion, and the only wrestler to beat Lesnar at WrestleMania and SummerSlam. The Beast Slayer became a fitting (albeit played out) nickname.
Seth even grabbed a record tying fifth Raw tag team championship with Braun to become double champion, and defeated Strowman the night they lost those belts at Clash of Champions. Despite Rollins' tone-deaf foot-in-mouth nature on social media, and boring promos throughout, this run felt more real. The proverbial ship, broken hull and all, was finally righting course. Until we got to Hell in a Cell. They just had to book that match.
Now they need to start rebuilding "The Architect" once again.
Future 24/7 Champion. Self crowned king of sarcasm. Defeated WWE's plane in Saudi Arabia by TKO. Lister of nonsense achievements. Mostly just an aspiring writer and podcaster looking to mark out over wrestling.