#1. Should: Push him as the face of the company
Since Seth Rollins is showing signs of a heel turn, he leaves his spot as the face of the company. Rollins and Roman Reigns have shared that role for the last few years and dominated the proceedings. This provides an opportunity for a fresh start and someone new to fill up that spot.
There are only a few wrestlers on the roster, who are beloved by the fans, and Owens is one of them. His feud against Shane McMahon established him as the rebel and the voice of the fans. This firmly put the WWE Universe behind him, which makes him a great choice to be the top star of the company.
After years of being a heel, Owens now feels fresh and intriguing as a character. Putting the strap on him and pushing him to the moon is the right thing to do at this stage.