This thread on Reddit got me thinking:

user/whalepopcorn wrote:

The NXT Champion defeated John Cena clean, on a PPV... yes, we are all raving about Kevin Owens but what does this mean for NXT the brand?
Their champion just proved he is at least equal to one of the main roster's best guys.

Is it possible the coming of NXT as the 3rd brand is closer than we think? I've said it a few times, but how awesome would it be for NXT/WWE to get angled into the Owens vs Cena feud? Owens already has more validity than Nexus ever did.

Sure NXT will always be a breeding ground for new talent "behind the scenes" but in kayfabe, maybe they can have the notion switched that it's now more than just development.

My reply is about where WWE could be headed with the Owens/Cena angle in mind as well as the news Smackdown is going live on USA and that NXT is being geared up to be a "3rd touring brand" in 2016

...

Well NXT is planned to be a touring brand for WWE in 2016. They want 3 days a week on the road. There are reports they're trying to get AJ Styles for it as well.

But I think you're onto something that it was more about NXT going over WWE than it was about Owens going over Cena. That's certainly the way JBL made it sound. He said things that struck me as odd, such as:

"We've always wondered how two guys from different leagues would stack up"

And at first I thought they were putting ROH over, but you're probably right... it's probably about establishing the NXT brand. With Smackdown going live (Rumored) and NXT expanding it's tours, I think the new format could very well be a new virtual brand split.
Smackdown gets the "main roster." NXT is the "alternative." Raw is where their paths cross.

I know it's "fantasy booking" but this sort of structure could really work and it makes sense, at least to me.

Man. WWE is spending a whole lot of money just to prove Triple H can run a wrestling promotion

I think the format as I described would really help them. Differentiating Raw and Smackdown but in a cheap way, two distinct promotions ran differently will allow for things to be fresh.

So essentially what they did with ECW? ECW was where some got called up, then moved over to Smackdown, then finally moved over to Raw if they were big enough.

Except less of a constant reminder it's the C show.

Once Finn Balor, Sami Zayn, Samoa Joe and Kevin Owens are on the main roster, NXT won't be as popular as it is today. A lot of people enjoy NXT because of the guys I just named, and once they're no longer there, people will tune out. I know I will. Well, depending on if they keep signing amazing talents.

Luigi wrote:

Once Finn Balor, Sami Zayn, Samoa Joe and Kevin Owens are on the main roster, NXT won't be as popular as it is today. A lot of people enjoy NXT because of the guys I just named, and once they're no longer there, people will tune out. I know I will. Well, depending on if they keep signing amazing talents.

That's the thing about NXT though, it's a functioning developmental territory. Guys get better there and become stars there. Amore and Cassady seem to have some drawing power. Baron Corbin seems like he's coming along as a big man. The entire Women's Division is heads and shoulders above the main roster's division(minus Paige.) Not to mention Itami, Breeze, Solomon Crowe, Uhaa, and the fact that NXT has a loyal following that will find the next stars once the current main eventers are gone.