#1 Other Superstars could be built
Any wrestling company's primary goal is to transform every wrestler from just a normal fighter into a star. WWE's current roster is the most talented it's ever been in over 30 years, but they have still struggled to establish certain wrestlers.
They need some larger than life, instantly recognizable athletes who will bring fame and success to the company. In the current roster, it's safe to say that there's no major star such as Stone Cold or The Rock or John Cena, who attained mainstream stardom.
A female WWE star said her life is in danger. Details HERE
Rollins isn't on the level of the previously mentioned wrestlers, but he is surely one of the big draws in the company. Once he turns heel, WWE will have to establish someone else to fit into that role. The opportunity is ripe though, to get behind the likes of Ricochet, Aleister Black among others, to elevate their status as a top star.