It's pro wrestling.
Honestly, I knew Sandow was going to lose. If he did win, then what? He would've turned into another Ziggler, Bryan 1.0 or Jack Swagger. They jobbed him out hard for the last half a year. He's flipped flopped as a heel/face the last few weeks. It was going to be hard to get him over. Not to say he's not entertaining. But he's definitely Italy a joke character right now.
AND Smackdown needed a star. Cena is that person (sucks for him, as I just don't see any meaningful feuds since there aren't any strong heels right now). Del Rio wasn't going anywhere.
Bryan as WHC was actually a really good run, and not counting the 18 second ending, he actually basically never lost as champion.