Seth's selling was fine. The only moves he performed that directly impacted his ribs were the frog splashes. Both times, he registered that he was in severe pain and had to take some time to collect himself before going back on offense. If a rib injury requires you to spend the match curled up in a fetal position, no wrestler in history has ever sold ribs correctly. As for Big E, he's like Bryan in that he can show personality and be entertaining because he's an upper-midcard comedy act. If he ever got a serious main event push, everything authentic about him would be scrubbed away.