WWE used the ending of Dean Ambrose vs. Seth Rollins as a way to reintroduce Bray Wyatt in the main event of Hell in a Cell on Sunday. CJ reviewed how it happened at this link.
As we reported here on WrestlingNewsWorld.com Premium on August 11, 2014, WWE feels they have a lot more leeway with the finishes of pay-per-view matches now that the all of the shows are included for $9.99/month on the WWE Network. It used to be at $54.95 per show that WWE had to do clean/non-dirty finishes in the majority of the bouts but they can now use the shows to build off one another or even to TV the next night.
Ironically enough, one of the first examples of the new philosophy was at WWE Battleground in July when WWE advertised and promoted Rollins vs. Ambrose when they had no intention of doing the match before SummerSlam.
The company clearly laid the groundwork for Wyatt's first program back to be against Dean Ambrose and has established a "creepier" persona than he left with.