WWE

There needs to come a point where WWE understands that fans simply need the best matches conceivable. When they make sense of that they're going to book Bryan in a fight with Rollins in light of the fact that they are ostensibly the best laborers in the organization. 

Regarding the storyline, its really basic. Bryan has been the gentleman that The Authority abhors the most while Rollins is the handpicked "fate of WWE" that Triple H and Stephanie Mcmahon trust in the most. Since Hunter couldn't take care of business a year ago, let Seth try it out. 

The reason this match likely won't happen is on account of Seth's move accomplice (so to talk) is likely going to be Randy Orton.