#2 Neither participants could afford a clean loss
When two Superstars are squaring off in a match with a stipulation, it offers more of a chance for a title change. Vince McMahon and the creative team do not let particular Superstars take many pins as they like to keep bigger names like Roman Reigns, Lesnar, Flair and Becky Lynch protected. It was even done last year between Reigns and Braun Strowman when Lesnar interfered at HIAC to throw a wrench into the match.
When Lynch lost the SmackDown Women's Championship last year, it was in a three-woman TLC match at the TLC PPV. She did not eat a pin and did not lose her aura because of that. A lot of other times, heels pick up cheap wins over faces to gain heat and to protect Superstars. It happens all the time, including last week on Dynamite when Pac beat Adam Page after a low blow.
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They don't lose by a three-count and don't lose as much by getting beat by underhanded tactics. It might be upsetting at times, but it needs to happen from time to time.
Since Rollins just won the title and McMahon reportedly wanted Rollins as the Champion heading into debut/draft season, he was going to be protected to a degree. The match might have ended due to stoppage, but did The Fiend get slapped once and lose? Heck no.
He ate over 10 curb stomps, a pedigree, chair shots, a ladder shot, a curb stomp on a huge mallet and then a sledgehammer to a chair.
That is perhaps the greatest amount of punishment taken by a Superstar to keep him or her looking strong in defeat. Had he eaten one stomp or a superkick, then by all means, go nuts in despair and riot on social media.
But Wyatt didn't lose the match and endured punishment that would have even knocked out some of the best in the business. He kicked out at one on more than one occasion and ended the night on top. Since WWE sometimes books itself into a corner, and in this instance a Cell, the ending was the right call despite backlash.