#3 Building him up as the underdog

From being doubted by Vince McMahon himself, to having his spot in the fatal four-way match challenged by Jinder Mahal, WWE is doing everything they can to make Finn Balor look like an underdog. Beyond that, they are making it extremely clear that they don't believe in him as a top guy, which is a nice blend of storyline and reality.
Even the storytelling during the fatal four-way match told us that everyone in that ring was underestimating Finn Balor's ability and taking him out of the equation every chance they got. If nothing else, it's nice to see Balor work against the Authority in an indirect way and prove to everyone why he deserves to be the top guy in WWE.
John Cena's secret romantic life - Watch here!
In the end, look for this kind of underdog booking to continue throughout the next couple of weeks and even for WWE to make his chances against Brock Lesnar into a storyline as well. Not only will that work to raise the stakes for the eventual match, but also to create a big moment when he finally does win The Universal championship.