If you're going to go longer, have some sort of narrative. This has just been pretty back and forth. It's been hard hitting with big impacts and somewhat of a build of bigger moves and violence but it needed more than that. If they're going to cool Lashley off by making him more heelish and doing the bounty angle, actually play that up in the match itself and make some sort of narrative out of it! Have Lashley show that vulnerability and paranoia (while still being powerful and dangerous) instead of it just being detached from the last month of TV. Use the build as a tool.