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He's still going along with it because he's still an employee. Its not like Bryan calls the shots. Knowing the way Bryan is, I'm sure he thinks its overkill as well.
Look at Jeter and Kobe and the amount of money spent to constantly promote it being their retirement year. Bryan is most likely under contract or is owned property and they are cashing in everything they can during WM season. That simple, now is the best time. I'd use the Jay-Z reference but he came back.
They're just showing Bryan the utmost respect for his career and what he contributed to the company (especially in light of all the criticisms directed towards them for "burying" him and holding him down and whatnot) and trying to milk every last cent out of his name that they can while he still have him under contract (although Bryan could always end up sticking around in a backstage role as an agent or something.) I'd do the same thing if I were them.