He's lost too many first matches I guess is my thing, and the rematches haven't felt as worth it until recently with Garcia and Jericho. Those are satisfying wins, booking-wise, at least for me.
Bryan's moment in a perfect world is the one to beat MJF down the line at this point, and I have real concerns he will physically hold out that long. There's no way MJF gets a short reign and he shouldn't have one at the expense of Bryan, either.
God, I hate how MJF is such a foregone conclusion. It makes sense, yeah, but it takes a lot of fun out of things knowing how it ends.