9. Big E & Apollo Crews Part 3,465
Big E's Intercontinental Title reign started so promisingly. The dude's title win was shown on Christmas Day, for crying out loud. Since then though, SmackDown's writers have stuttered their way through half-baked mini-feuds against Sami Zayn and Apollo Crews.
Despite the obvious (that Zayn is a much better foe for E), WWE seem determined to push Apollo as some tweener character who's sort of linked to Roman Reigns somehow. They haven't followed up on that though, so he's really bland and unconvincing at the moment, and hardly stands out as a dynamic challenger for the reigning champion.
The Chamber pay-per-view doesn't need a rematch between these lads. It just doesn't. Although their in-ring work is fine, E and Crews aren't cutting it as natural enemies. That won't change until WWE decide whether Apollo is actually a full-blown heel or not.