Hopefully he has a solid run at the very least as IC champ. Watched him for a while now and he has "it".
The size thing is what it is. I think there is a need to have guys that are "larger than life" to try to emulate super heroes and/or villains. With the likes of who you mentioned, in addition to Rollins and Ambrose, I would like to think it doesn't matter as much. I tune in to wrestling for wrestling. Sometimes I will try to get into a "story" but they turn out to be shite lately so I gave up on it quite some time ago. I will listen to most promos to get a feel for personality.
Rollins is developing to be one of the best heels WWE has had in a while. Lesnar is the "bad guy champ" but doesn't have the development that Rollins has. Some will argue that Lesnar doesn't need it, but he just seems like a big guy with a title to me.
So long as the people are being entertained, it shouldn't matter. I think the "big guy" thing should be a niche, kinda like a high flyer. Guys like Rollins can do more in the ring than an average "big guy" which leads (or can anyway) to more versatile matches/moves which make things more entertaining.
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