How many times have people cashed in on people of the same face/heel alignment? Swagger on Jericho is the only one that comes to mind... but really, this is where the whole line of "there is no more faces and heels" comes into play.
Think what they mean by that is the crowd divide being stronger than ever, and they're willing to milk whatever reaction a performer gets from people (like when Wyatt starts getting face pops, they give him a song to sing along with and show all the cool phone lights in the crowd... meanwhile here's Cena being just fine with the Authority). Brock Lesnar is going to ride in on his white horse and be a complete babyface at Summerslam and why would you bother fighting that? Why not have either Rollins OR Ambrose, if he wins the briefcase, cash in on him?
Also I find it funny that Lesnar feels like the underdog in this match even though the dude just ended the fucking streak. lolcena