#2 If Jey Uso loses to Roman Reigns, he can never compete for a singles Championship ever again
Nobody expected Jey Uso to become the sensation that he has in the singles division, considering that he was a tag team performer, at best, until some time ago. But a program with Roman Reigns has done him wonders because Roman Reigns is the hottest performer in the industry at the moment. Moreover, Jey Uso is being given a major push right now, scoring a victory over AJ Styles.
And so, for the stakes to be higher than ever, Roman Reigns could stipulate that if Jey Uso comes up short against him at Hell in a Cell, he can never contest for singles gold ever again.
Yes, this storyline is a lot like what happened between MJF and Cody Rhodes on AEW Dynamite, but it's safe because WWE controls the narrative and whenever the time may be rife for Jey Uso to step into the WWE Universal Championship picture again, they may just do so by changing the storyline.