1. It Builds a Legitimate Next Champion Over Time
This would make Money in the Bank the new stepping stone of WWE for midcard wrestlers. If Money in the Bank was defended, it would make and shape the new champion until they took their shot, or they had the briefcase taken from them by another. Dean Ambrose is a constant thorn in the side of Rollins. If Rollins is defending the title against Cesaro, and Ambrose costs Rollins the briefcase, those two have a new feud while Cesaro is off to try to become champion.
In a nutshell, Money in the Bank being defended on a regular basis would make the holder go through the entire locker room to even get to the champion. He’d be respected as a threat to the point where he wouldn’t even need to steal the title. That’s way more valuable than stealing it.
It’s one thing when a heel champion talks about how good he is because he’s smart and picked the right moment. The fans hate to admit that. If WWE built MITB holders like this and guys like Seth Rollins won it fair and square in the center of the ring, Rollins can brag about how he earned the championship and the fans would have to acknowledge it.
That’s how much better and valuable Money in the Bank can be without losing the original concept.