WWE advertised Seth Rollins vs. Dean Ambrose for their Battleground pay-per-view in July with no intention of actually doing the match. The bout was delayed until SummerSlam and later resulted in what was advertised as Rollins vs. Roman Reigns for Night of Champions (after Ambrose was written off to film the WWE Studios production Lockdown).
WWE went kayfabe-heavy in a recent update on the health of Reigns, however, I questioned whether or not there was ever an actual plan to do Reigns vs. Rollins at the pay-per-view. In fact, it's something we discussed in detail in Friday's Premium Mailbag, while talking about WWE "giving the match away for free" on Monday Night Raw.
One thing to consider about pay-per-views going forward is how WWE is booking them differently with the evolution of WWE Network and all shows being included at $9.99/month. As one observer put it, they're booking pay-per-views like TV now and the philosophy of loading up shows to justify their hefty price tag is no longer the case.
I cannot confirm a bait and switch in regards to Reigns vs. Rollins, however, Dean Ambrose is expected to return to television shortly. He is advertised for WWE Raw in Memphis, TN on Monday night. Speculation suggests his inclusion in the program but that cannot be confirmed either.