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With regard to Reigns, putting him in the match is likely a part of WWE's grander plan to make him one of the biggest stars in the company. He's yet to be in a place where he can be the world heavyweight champion, but looking good in title matches will help build his credibility so that down the line he can be a worthy champion.
WWE is pretty much treading water with the title until Brock Lesnar comes back. He's almost certainly going to be a part of SummerSlam, and after breaking The Undertaker's WrestleMania streak, challenging for the WWE World Heavyweight Championship is his only logical jump.
If fans have to sit through a predictable "John Cena overcomes insurmountable odds" main event to make a Lesnar title run happen, they'll likely take that trade.
John Cena to Defend World Heavyweight Title in Fatal 4-Way at Battleground PPV
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