#4 Having him lose when it counts

Let's face it.
Every time Finn Balor needs to walk out with a win, WWE does one of two things. They either give him a victory in the flukiest way possible or even worse, outright lose. Not only are both of things working to legitimize Balor as a main event title threat, it also relegating him to the role of being nothing more than someone to gain momentum off of.
WWE's huge mistake with John Cena revealed - Watch Here!
For example, Finn Balor lost to Roman Reigns the night after Summerslam in a Universal title match and while that was pretty much expected to happen, WWE then went ahead and handed him a lose against Baron Corbin a few weeks later. Of course, WWE has given Balor a few no contest's to help give him some momentum, but seemingly only to keep the feud going.
In the end, Balor losing when it counts and only gaining momentum from disqualification rulings or roll-ups is slowly chipping away at his character. Its also making it less and less likely that Balor will be involved in the main event title scene anytime soon, which seems to be WWE's plan.
Paul Heyman's downfall need to be studied - Check!