Maybe I'm just jaded, but Sheamus has been booked incredibly well. It was obvious they were trying to push him as the next top face. Blatantly obvious. Then they wanted to see the response of him without the strap, and it's very similar to when he was champion...so the push worked.
So I'd say 18 seconds didn't backfire, as it helped both men go over, just not in the way they liked. The worst thing about that fiasco is that it robbed us of what could have EASILY been a great match with the same result. Scratch Brodus Clay calling his mama, give that match more time, and I dare say the result could have been much better for everyone still.
The difference between Sheam and Cena, which is a BIG difference, is that the former can sell quite well. Dude was still selling The Shield's beatdown in his match with Sandow, who he made look very good too.
He has the Five Moves Of Doom match structures, but he makes his opponent look legit still. That's incredibly commendable. He doesn't eat finishers like Tic Tacs and pop up as soon as humanly possible.
All I ask is that dude work on his promos. Remember the Brogue Kick ban meeting?
F**k Fella. Its all about Mexican Bret Hart now.