The problem with this is that you run the risk of giving your franchise player too much of an ego and when it comes time for them to put over the next generation, that ego is so bloated, they refuse to do so. (I'm looking in your direction, Hogan.) Nip it in the bud, I say. You let your money men soar high, but not so high that you can't get them back down.
That's why when Miz first came over to Raw a while back and started that feud with Cena, he should have gotten the ppv win. Whether you like the character or not, the bookers saw something in Miz and they shouldn't have been afraid to push the button. A win over Cena at the time would have done wonders for Miz's character and Cena would have bounced back easily. No tarnishing of Cena's character. That's a missed opportunity to build a future star.
Jericho likes the kid and sees his potential. Good enough for me.