This is a pretty special case. It's like criticising that tag match from Chikara's Under The Hood with Ultramantis Black, etc, everyone just walked into big move after big move, with no real selling, but that's ok in these matches, that's just how it goes.
It didn't help that, as you say, Rollins and Ambrose basically carried the whole match, with Bryan a close second. Reigns is too green to carry such a match so while he had his spots, he was kept outside a lot, as was Ryback. When the pace of the match was like that, there's not much time for long term selling, Rollins and Ambrose had to be up for the next part of the match.
This match was absolute total chaos and brutality, we'll see more technical showcases from Ambrose and Rollins down the line.
As a debut match, you couldn't have a better one.
He's actually been doing that loopy heel gimmick longer than the Dark Knight has been out.
I do expect they're being told to be distinct from each other, to make their individual characters known as well as the Shield's overall identity.
