#1 Paving the way for Reigns
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This might be an unpopular opinion. In fact, I personally don’t want to see Reigns anywhere the title picture for at least a couple of months. However, we all know that it is not going to happen as the Big Dog is loved by Vince McMahon, which means he won’t be out of the big picture for long.
While Roman Reigns could actually move to SmackDown during Superstar Shakeup – which could almost certainly lead to a confrontation with Kofi Kingston for the WWE Championship (even then, Kofi as heel? Meh.) – if he stays at RAW, the only way to put him up against Rollins would be to turn the latter heel.
Obviously, Reigns himself can turn heel but given that Reigns is finally getting the cheers that WWE wanted, it would be easier and more sensible to make Rollins the heel and start a feud for the Universal Title between the two ‘brothers’.