WWE should invest in this feud and extend it to three matches. Rollins heat is very hot so he should win the first match with a pin due to outside interference and a knocked out ref.
The referees could go on strike because of this and regain their integrity (due to the Armstrong/Bryan saga). Their union would, in effect' force a rematch between Ambrose and Rollins for Summer slam. I've already posted this idea, so I won't go further.
This is a great secondary feud, on paper, that cause immediate interest. Given their background and ability, it warrants at least three matches.