To the people complaining about Cena, please tell me who would be the better choice to have won that match?
Let's get rid of the guys who absolutely had no chance of winning: Del Rio, Kane, and Sheamus. And also we know that Brock is gonna be at Summerslam so let's take that into account.
-Reigns: The guy they're building as one of the premiere stars for the company and already having him win the world title within a month of going solo. Seems way too fast. Plus say he wins and he takes on Brock at SS. Lose/lose situation for everyone. You have Reigns win and you lose the incredible build for Brock after taking Undertaker's streak. Say Brock wins, then you lose the big momentum for Reigns coming into the event. You gotta give him more time before having him say beat Brock or winning the championship to make the win feel more satisfying.
-Orton: Highly doubt they would put the belt back on him. Look at what happened to the past few feuds hes been in. Crowd chanting boring and no one gave 2 shits about the title until Bryan took it from him. Plus I think we can all agree that an Orton/Lesnar main event at SS would do terrible numbers.
-Wyatt: Just cant see him winning the title unless he was going to turn face. If he would have stayed heel, who would he feud with? Seems like they already wrapped up the Cena storyline so he would most likely have to start a new feud with someone.
-That leaves Cesaro and Cena. Coming into this event I was pretty sure either one of these guys were going to win it. With Cesaro, you pull the trigger now on Heyman turning on him and siding with Brock and it fits perfectly into the Summerslam angle. With Cena you have him drop the belt to Lesnar and still have both guys looking strong coming out of it. With Cena losing you also have Brock evening the score with the Cena win at Extreme Rules 2012 and could set up the third and final match somewhere down in the fall time with Brock holding the belt til WM for Bryan most likely.
They're having Rollins get monster heat right now by being the guy who split up the shield, so why not have Kane win the ladder match and then have Rollins come down and cash in his newly won MITB and have Kane lay down for him? He gets cocky, takes Cena's challenge, drops the belt to Cena and loses the good graces of The Authority and spends time as a heel trying to get revenge on Cena ultimately causing him to lose against Brock.
For that matter, why not let anyone else win that ladder match and Orton/Kane/H stomp them and then let Rollins come out for the cash in? Rollins is not even remotely ready, same as Reigns, but putting an undeserved title on a heel always gets them huge heat so why not let Rollins be the placeholder for a month or two?
Why not let Orton win to show the dominance of The Authority (bc they had two members in the match the whole time) and have him feud with Brock (bc Brock's now a legend for ending the streak -- and what does Randy Orton do?) ultimately dropping the belt to him which can open up the Brock/Cena title match already leaked. The other angle to this is that Orton having the belt makes Rollins look like second fiddle which makes him feel unappreciated and can easily set up a Rollins cash in swerve on Orton for the face turn. Who gives a shit if the crowd chants boring when the title is on Orton? They did the same thing when Triple H was unbeatable during his tyrannical run when the King of Kings gimmick was made..
Wyatt's not getting the belt because there's no way to tie him to Lesnar, and he's already feuded with Cena to death at this point so there's no real point in wasting time on the writing.
Sheamus has the US title, no reason to change his position. Rollins was really the only choice for the MITB match because there was an angle to work on later. RVD is just there to put on a good show and keep things interesting, as was Kofi.
Del Rio I think is starting to wind down and may possibly be on his way out since it's clear WWE has never had any idea how to book a Latino talent that wasn't Eddie Guerrero (and only then because WCW had done a good job with his packaging) and I think he'd be happier in TNA/ROH.
Reigns is being groomed for a strong title run, but I'm afraid they won't know what to do with him despite being over with the crowd. I have a feeling they'll make the Jack Swagger mistake with his title run and he'll quickly go from headliner to middle card purgatory again.
Cesaro, much like Reigns isn't ready for a title run yet -- and at this point it would be dumb to have him win the belt considering the belt is the only challenge left for Brock Lesnar after breaking the streak. Heyman could have turned on him, but then there would have never been a point to make him a Heyman guy other than to break up We the People, which was dumb anyway because he and Swagger should have stayed a dominant tag team, something that could have helped them revitalize the division which desperately needs it. The Usos are fine, the Wyatts are fine, but other than Rybaxel and GoldStar Dust, there's no other competition and makes the tag titles yet again as useless as the Intercontinental championship.
They don't bother building people anymore. The last person I remember getting a proper build on the mid card titles was John Cena, and he made the US Title seem worthwhile for a long time before finally moving up to the main event. That was when the US title was the Smackdown equivalent of the IC belt, and because of the terrible booking, the US title seemed like a bigger deal.
Also, as a final note, I didn't know who Adam Rose is since I only watch the product for the PPVs, but why aren't they teaming him with Fandango? They're practically the same character, just one prefers hot chicks while the other prefers silly costumed people. It clicked for me when the crowd started singing his theme during that shitty match, the same way they do Fandango.
tl;dr -- There are plenty of ways to write this story other than "LOL GIVE IT TO CENA" but the product is always going to suffer until WWE gets writers who actually care about the wrestling business and telling storylines that make sense for the product.