#1 Finn Balor
Just a few weeks back, it looked like Balor was finally set for a big push after years of frustration on the main roster. His 'Demon King' persona had made a comeback at Summerslam and the following night on Raw, he would battle Reigns for the Universal Championship in an epic match.
But just when things started to look up for the Irish superstar, WWE managed to bring him back to square one by having him lose to Baron Corbin the following week on Raw. Since then, he has gone on to main event Raw for two consecutive weeks but it does not feel like he is being treated as a legitimate main event star by the WWE.
After all, since Summerslam, he has lost to Roman Reigns, Braun Strowman and Baron Corbin. No matter how many times someone tells you that wins and losses don't matter, they actually do. It is hard to take someone seriously who spends most of his time losing. The fact that Balor doesn't have a match scheduled for Hell in a Cell just highlights this statement.