#3 Hell in a Cell to start and finish the night
WWE has done this before with events like this, where there are more than one of the eponymous matches on the card.
Instead of having a few regular matches to begin the show, one of the big matches (Hell in a Cell in this case), a "cool-down" match to allow the crowd to rest and prepare for the main event, and then the second match, WWE is smart to bookend the show with the two most important matches of the night.
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In 2016, WWE presented three Hell in a Cell matches at the Hell in a Cell event and did something similar. Roman Reigns and Rusev were locked inside the cage to start the night, Kevin Owens and Seth Rollins were right in the middle, and the historic first-ever Hell in a Cell match for the Women's Championship closed the show.
You don't want to wear out the crowd, and with the way WWE built up this year's event, it was really a two-match show anyway.
The important matches were the two that took place inside the Cell, and the rest were just placeholders while WWE prepared to begin their new era. Pepper in a couple of title changes, and you have a neatly put together package.