The end of 2015 was always going to be a difficult period for the WWE, what with John Cena heading off for a two-month sabbatical.
Things took a turn for the worse today, though, with reports revealing Randy Orton - the man many tipped to replace Cena's at the head of company for the next few months - will be out of action for some time with a dislocated shoulder.
As a result, it looks like Dean Ambrose could be the next man up to serve as lead babyface. And, according to a report on NoDq.com, the organization are taking no chances with the former Shield member.
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As per the report, in light of the Orton setback, the WWE now plan to do everything to "protect" Ambrose so he can maintain a strong run as a primetime babyface while Cena is away from the action.
Ambrose has become a popular figure within the WWE Universe in recent months, and fans have been desperate for the Superstar would receive a big push for some time.
That now looks to be happening, although it likely means a quiet night for Ambrose at this weekend's Hell in a Cell pay-per-view.
The WWE have already pulled the Ambrose/Orton tag team match against Luke Harper and Braun Strowman due to Orton's injury, and it looks like their quest to wrap Ambrose in cotton wool ahead of his big role could mean him missing out on the PPV altogether.
Adding further intrigue to the next few months, wrestling guru Dave Meltzer doesn't believe Ambrose will have the top babyface role all to himself.
Speaking on Wrestling Observer Radio, Meltzer noted that, alongside Ambrose, Roman Reigns and Kane will also take on some of the slack over November and December.
WWE fans: Who would be better as the face of the company, Ambrose or Reigns? Have your say in the comments below...