Guys don't worry. Cole burying the WHC Champion in the unannounced curtain-jerking non-title match is all part of HHH's long-term creative vision. THEY KNOW WHAT THEY ARE DOING.
I mean they're clearly building Bryan up as an underdog champion... I don't think they've handled him great but I don't have a big problem with that match.
That isnt his gimmick. His gimmick is he takes advantage of mistakes of others so he should win by tricksy submission counters and recounters and rollups.
Also fwiw that may be his first pin in a non title match in his entire WWE career, lol.