Shouldn't: Seth Rollins

I know this isn't a popular decision, but once again, hear me out.
I'd have no problem with this one coming to fruition. Seth Rollins is arguably one of the top three performers on the entire roster. He rarely has bad matches and makes anyone he faces look great. He's also won every title under the sun that WWE has to offer.
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His talent begets his worthiness of the Universal Title. People aren't sick of him and he can actually put on entertaining matches over 20 minutes. The only problem is that Rollins has already beaten Reigns twice for titles.
He cashed in his Money in the Bank briefcase on Roman to win the title at Wrestlemania 31 in 2015. He returned from injury in 2016 and beat Reigns to win the title again at Money in the Bank in 2016. Would Vince McMahon let him do it a third time?
Dean Ambrose did cash in on Seth only moments later, but the fact still remains that Rollins has decisively defeated Roman twice for championships. Creative certainly won't let him do it a third time now that Reigns is finally Universal Champion.
They've wasted too much time already to make Reigns the face of the company. Although it would probably be met with positive reactions, they're not going to have him lose the belt to Seth Rollins a third time. They've invested too much in Roman Reigns, sometimes to the detriment of the product and the other wrestlers.