Where does the Sami Zayn-Kevin Owens feud go after Hell in a Cell?

Kevin Owens and Sami Zayn faced off at Hell in a Cell, and it was their 13th bout in WWE. Again, it wasn't a feud or match needed for Hell in a Cell, but given the lack of depth on the pay-per-view, we don't blame WWE for putting it on the card.
In all likeliness, it would have been better if WWE had used both men in the Intercontinental title match. This time at Hell in a Cell, Kevin Owens lost to Sami Zayn. It all seemed to take place in a moment as Zayn was close to getting counted out.
However, this win comes with a problem. The Intercontinental title picture seems a bit shallower since Kevin Owens lost, and Big E was essentially eliminated from title contention. A triple threat direction involving Sami Zayn, Kevin Owens, and Apollo Crews would have been the way to go.
It was another good match between the two men, but we're not sure what it accomplishes.