SmackDown have lost Orton and Jericho and now their IC champion is a face, which means at least for the first two months he'll be a super face beating loads of "heels". So far, he's been facing heels like Mahal, even though he's feuding with Rhodes. In my opinion they could have used the IC title to elevate some other faces, Christian is known/over despite that title, he's a household name now. Let's use Ryback as an example. Needs a feud, needs a decent heel to go over to solidify himself. He could have went over Rhodes after a PPV open-challenge, became the new champion, defended it against Rhodes after the rematch clause, wins again, so Rhodes can move into the main event and Ryback has gone over a decent heel. But all we're going to get is an already over sort of old household name beating an up-and-coming heel, it doesn't help anyone apart from Rhodes moving into the ME scene.