Two weeks ago, Roman Reigns walked in to the Mercedes Benz Superdome and thought he would walk out of WrestleMania 34 as the new Universal Heavyweight Champion.

Brock Lesnar’s new deal with WWE ended those dreams as the current champion on Monday Night Raw destroyed the “Big Dog” and retained his title. Reigns gets another shot at glory at the Biggest Royal Rumble show in Saudi Arabia, but the chances of a different outcome may be slim of not possible at all. Still, WWE continues to push Reigns, a three-time WWE champion, as the future of the company. Watching him lose to Lesnar time after time hasn’t endeared him to the fans, who would still rather see a new performer atop the leaderboard.

WWE’s love affair with Roman Reigns must come to an end at some point, right? This isn’t a soap opera where you can stop watching for a year, come back and see the same storyline, is it? Apparently, Vince McMahon wants to get as much out of the Reigns as he can.

The main event picture on Monday nights got a little more crowded with the arrival of Bobby Lashley last week. Reigns, Lashley and Braun Strowman figure to be front and center on this carousel while Lesnar walks in and out of the company’s backdoor. The lure of WWE and UFC at the same time will leave the “Beast Incarnate” with deep pockets and decisions to make.

Having the Universal Champion on Monday nights showing off red gold would benefit everyone involved, including the man who has beaten The Undertaker and John Cena in the past year. If WWE wants to continue Reigns’ path as the new leader of the company, it must put the strap on his waist soon. Fans have become restless and disengaged. Strowman gets the biggest pops on television. Seth Rollins is the Intercontinental Champion and could elevate himself to the main event.

Lashley will have fan support any time he gets in the ring.

It’s a no-win situation for Reigns, who didn’t ask for this kind of response. Had he beaten Batista in the 2014 Royal Rumble, this might be a different story – the kind where fans cannot get enough of the former Shield member. 

I almost feel sorry for Reigns. A big, strong wrestler born into the business with a look of a champion. He falls victim to the social media age of this business and fan sensibilities that change from day to day. If Reigns had been a champion in the 1980s, he and Hulk Hogan would have torn down Madison Square Garden. If he had been part of the Attitude Era, no doubt Steve Austin, Triple H and The Rock would have come knocking on his door.

Had he been part of the NWA in the early 1980s, I would have loved to see him in matches with Barry Windham, Lex Lugar and Ric Flair. This is the hand he has been dealt. For that reason, he and the fans must live with it.

As long as McMahon is pushing the button, Reigns will be the center of attention. Lesnar may hold the belt now and there are rumors Bobby Lashley may soon take it from the current champ. But front and center on the mind of WWE’s “machine” is a way to finally get Reigns over as the champion of the red team and as a favorite with the steadfast fan base.

It’s a relationship that will continue to remain toxic as long as Reigns is pushed down fans’ throats.