I don't see why it matters too much. Jesse came to RAW a few weeks back, said he was sick of the same old faces getting title shots. So, of course somebody new was going to be threw into the title picture, and in this instance, it was Sheamus.
The way I see it, they've made him a credible threat now. He's put Cena through a table on RAW. How many other people have done that? Then, at the PPV he did it again, only this time the title was on the line. Now, he's the WWE Champion, a main-eventer and a credible threat to the likes of Cena.
Job done, WWE.