It's every part sucking up to the India market, and if they get traction in there as a result, then this accomplished their goal. If the US market tanks though as a result, that's a new issue where you have to decide if it's worth it.
To me it seems that AJ or Nakamura are the guys to take it off of him based on the current layout, or Baron Corbin cashes in money in the bank (let's not pretend he's not winning the briefcase). They already did AJ/Jinder though, and Nakamura would probably get a pretty big reaction if he took the belt off him.
I can't really kill them, we do complain often about guys getting buried, stars not being made, predictable storylines, etc.