There is a feud in the WWE that is larger than any two performers, a rivalry as significant and potentially powerful as the greatest we've ever seen.
That feud, on the surface, is between the WWE's past and the WWE's future.
Hell in a Cell, the WWE's latest pay-per-view, epitomizes this battle.
Let's begin with Randy Orton and Seth Rollins, characters that literally embody the feud.
Orton is the heel of the past and Rollins, the self-described "living, breathing future of sports entertainment", is the heel of the future. In the present, these two characters will clash, symbolic of their contrasting places in history. The caveat for the Orton character is that, inevitably, time always wins and Rollins (or some other heel should Rollins not succeed) will one day ascend to Orton's status as top villain in the company, and the fiction the company presents. The future is guaranteed to win this fight on a literal level (of this everyone can be sure) simply due to the nature of bodily decay.
The battle between past and future was also represented in the Hell in a Cell "double-main-event".