I've been thinking a bit on this and the recent mess with the IC title just really brought out the issue with these titles right now. That's plain to see it's the whole beat the champ in a non title match to earn a title shot. There's no build up anymore, When Beniot and Jericho fought over the IC title it was awsome there was story it was build up to it. They did the right thing with the build up for Rusev and Cena but the whole Ambrose Barret thing just doesn't have any emotions about it. Right now it's getting there with Ambrose stealing the title belt, I can see it all leading to a cage match at WM.