Creative can still be shit, but I do feel they're between The Rock and a hard place.
John Cena and Randy Orton are two of the very top full-time performers in the company, in terms of position, salary, longevity, and past crowd reaction. Cena is #1, certainly. Orton was somewhere between #2 and #4, depending on one's thoughts of where Punk and Bryan rank.
Now Batista has returned, as well, and regardless of Creative's preferences, he gets shoehorned into the top 3 category.
Lastly, Triple H (the TV character) lingers. If you believe The Internet, he's there because he's an egotistical douchebag. If you believe Triple H, he's there because USA Network thinks he's a ratings mover (and I'm sure Vince would be 24/7 if USA had their wish).
The audience wants 1) Cena gone, 2) Orton gone, and 3) Batista gone (or heel). The company has far too much money invested in those three, and the first two have been traditionally safe as featured performers for the WWE.
What's Creative supposed to do realistically? We can fantasy book a million ways out of this, but the emphasis would be on fantasy. It's not as simple writing "Punk v. Bryan, main event of WM30, WWE title on the line" in permanent marker and then having Cena/Orton/Batista in a 5 minute triple threat on the pre-show, or turning Cena heel, etc.