Right now, Dean Ambrose is the guy WWE officials want to build into a headliner once the angle with The Shield has run its course. At the same time, there are some in the company who think Roman Reigns has the most potential of the three. There’s also a feeling that Reigns isn’t ready as far as in-ring skills go but Ambrose and Seth Rollins are.
If things stay as planned, the World Heavyweight Title at WrestleMania 29 will be decided with a Randy Orton vs. Sheamus match. This would mean one of them has to win the title between now and then. Orton would be working the match as a heel.
There has been at least some talk of turning Alberto Del Rio babyface. WWE officials badly want a top Hispanic babyface. The feeling is that Rey Mysterio won’t be around forever and is far from an office favorite while Sin Cara just isn’t ready.