A lot of y'all are missing the point of what WWE is doing right now. People have been asking for an alternative to the E's fukkery so they are creating one. They are never going to change the main roster style too drastically because besides people like us the fans enjoy it. So they are throwing us a bone in the form of NXT because there is a market for it. They are creating an entertaining secondary brand they control which allows them to fill a niche and create dream matches at any time.
Since they seem to want to make NXT more than just a farm system now it makes sense to want to bring in people that wouldn't mean much on the main roster but will Shine with the NXT crowd. Say they sign Styles and let him, Joe and Owens be the faces of the NXT brand while still having the occasional big name match on the main roster but still making it clear that NXT is important and where they want to be. That seems to be the point of the Owens Cena match, to put over the NXT belt as being just as important as any belt on the main roster. If Owens wins it goes a long way in putting NXT over as a brand.