Rollins vs Orton is played out as a WWE Title program. It was Seth's first feud post-Wrestlemania and by the end of it, people were so bored and ready to see Rollins move on to something else that when the two of them headlined an episode of Raw together in May, a lot of fans actually started leaving the building early. YES, PUSH THIS FEUD NOW!!!
I know Cena vs Rollins isn't the freshest feud in the world, but it's been awhile since they last crossed paths and this time, there's much bigger stakes on the line with the WWE Championship (and the United States Championship) up for grabs.
Personally, I would have loved to have seen something like a six-pack challenge (Rollins, Cena, Orton, Sheamus, Cesaro, Owens) for the title, which could have then transitioned into Rollins vs Cena one-on-one at Night Of Champions ("Champion vs Champion, Title for Title" would have fit even better there given the theme of the PPV) and Hell In A Cell as well as saving the 1-on-1 feud between Cesaro and Owens for afterwards too, but I'm fine with the way it is. For all anyone knows, we may plausibly get a multi-man match between all of these guys for the title at NOC anyway.