I don't see the issue with the ending. I can understand being pissed if you paid $50 or however much for this shitty PPV, but then you should know there's always the chance of the main event ending in a countout/DQ/no contest/etc. If it was a Wrestlemania main event, I could sympathize more, but on a B-PPV? (The funny thing is that most people who are complaining about the ending streamed the entire PPV for free anyway.)
I'm OK with the way it ended because deciding a new champion in a Hell In A Cell match seems significantly more important than just deciding one in a random match at Battleground. Also because making us wait a little longer to crown a new champion (six weeks instead of three) makes it feel more important when we finally do have one again. It's a better set up for the HIAC match than just either Orton or Bryan demanding a rematch and that being all there is to it.
Plus, if Orton is walking out of HIAC as champion, then it means Bryan only has to take one loss to Orton instead of two in a row since Battleground ended in a no contest. Bryan will most likely win the title though and I suspect Big Show will be included to make it a triple threat match inside the cell, which should shake it up a bit.