Many expected Dean Ambrose to inject some much-needed life into the WWE over the next few weeks, by turning heel against his former Shield-brother Roman Reigns. However, that no longer appears to be the case, according to recent reports.
Cageside Seats have said: "The Dean Ambrose heel turn talk is done, at least for now, and it looks like he's entering a program with Kevin Owens for the Intercontinental title."
It is probably safe to say that if this feud between Ambrose and Owens comes into fruition, a match for the Intercontinental Championship will take place at Survivor Series on November 22.
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Ambrose is a fan favorite of the WWE Universe and so is Owens to a certain extent. They both have excellent in-ring skills and good promo abilities, so booking a match between the two has the potential to steal the show.
The Lunatic Fringe has only been used as Reigns' first-point-of-call at the moment, so giving him his own feud to contend with can actually start his path towards separation from The Big Dog and an eventual heel turn.
He's still too popular right now that if he did turn heel, fans would still cheer for him. Reigns needs to be built up more as a face before Ambrose makes the turn on him so that we can have a proper face vs heel rivalry.
It wouldn't be right for Ambrose to win the title from Owens at Survivor Series. The Canadian needs a long title reign before moving on to greater things, but what he can do is bring more of the ruthless aggression out of Ambrose to make him more unstable.
More aggression, more dirty moves and blows will make the WWE fans turn on Ambrose because he is no longer a clean, live by the rule book wrestler, and then he can turn on Reigns. This would probably be a six-month or so process, but eventually it can happen, so long as the WWE books it correctly.