Crowning Roman Reigns at Money in the Bank would be a case of culling momentum when it's still gathering speed.
Reaction for Reigns has grown louder and more passionate, fans roaring for him when he nearly won the Royal Rumble and when he stood opposite Rusev in a Battle Royal that decided who would next enter this Ladder match. He offers fans a new face in the title scene, an exciting alternative to going with a man who has previously held the championship.
With the title around his waist, his feud with Triple H would now feature a title match. He would be a thrilling option as Brock Lesnar's SummerSlam opponent, one beast looking to topple another.
Even if Reigns' turn as champ is short, adding this win to his resume and getting him valuable experience in the spotlight help build toward the future.
WWE can't have John Cena and Randy Orton main event WrestleMania 31, 32 and 33. The audience hungers for novelty, for emerging stars to take great strides. WWE can have Reigns do that at Money in the Bank.
Of the three men in the match who have yet to win the WWE title, Reigns is the most unproven. Bray Wyatt and Cesaro have had far more opportunities in longer singles matches.
Reigns, meanwhile, has spent the majority of his run in tag team action. Questions about if he can translate his explosive, exciting offense into lengthier in-ring stories remain unanswered.
That's true as well for his mic ability. He has shared talking duties with Seth Rollins and Dean Ambrose for the most part. WWE can't be sure of what he can do with the spotlight zeroed in on him.
He certainly looks like top-tier talent at times, but Money in the Bank may be too early to have him ascend that high. After a feud with Triple H and another high-level star, the "Reigns as WWE champ" conversation will be much different. For now, there's a big risk of the company moving too fast to award him that honor.