Wow now, this is a title match. Two BAMFs going at it mano e mano, Beast v. Destroyer. MMA v. Judo. Brock v. Joe. Is it possible to have a harder hitting match? The only way you could achieve that is by taking Shibata out of retirement and having him fight a rhinoceros.
Brock v. Joe is fantasy booking come to life, but we all know who truly is the fan favourite (well at least amongst smarks). To have Joe go over Brock clean may be beyond WWE's creative vision (however stranger things have happened) there are several viable reasons why Joe should be the next Universal Champion.
More Universal Title
Want to know how to make your title seem like a big deal? Defend it. Bruno Sammartino was wrestling 8 times a week when he was the champion. 8 times! Brock Lesnar has defended it a grand total of 0 times. Sure Brock brings the 'big fight feel' but the title will never really feel like the top belt if we never see it! Even on Smackdown Live, the WWE title on Jinder Mahal feels big because you see it every single week!
Giving the belt to Joe would ensure that the belt is seen on TV every week. This tells the audience they should be paying attention to it, not having to be reminded that the darn thing still exists.
Furthermore, if WWE wants to go ahead with Brock v. Roman for the title at Wrestlemania 34 they can always have Brock v. Joe 2 at around Survivor Series. Who wouldn't want to see that?
Frees Brock Up
This is two fold. On the one hand, if Brock doesn't want to wrestle for a while. He doesn't have to. He can go back and chill on his farm with Sable. It simply means he gets to rest, we get to see the title defended and WWE gets a big wad of cash when he returns.
Secondly, if he were to continue wrestling whilst not champions, it would mean creative get to put him in interesting feuds. Usually, when he's the champion the story goes: Man 'wins' title shot, Man is eaten by Brock, Brock sleep. This time they're being a little more creative, by booking Joe super strong. However, imagine if they did this without the title? Brock is already a big draw and having him in a feud with a babyface Braun would blow the roof off any building! Not only that, but you get the double money of having a big Universal title feud to go along side at a pay-per-view.
Simple equation here. Lesnar beats Undertaker and Goldberg. Joe beats Lesnar. Therefore Joe is a God. End of the equation.
Pushes Roman More
I'm not a Roman fan, neither am I a Roman hater. If WWE creative make him a little less bland and less of a superhuman I'd be 100% behind him getting pushed to the very top. How do you push a man that essentially but the Undertake down like a dying dog at Wrestlemania? Easy. Take the only other man to beat Taker and make him an unstoppable rage monster.
For example, when Joe burst onto NXT no one could beat him, he ran through the roster like a maniac. Do the same with Brock. Have him come back to reclaim 'his' title. Have him destroy every single person in the locker room, RAW, SDL, NXT, David Otunga (please David Otunga). If done like Joe's crazy period, it won't look like he's burying talent. Even have him destroy Roman Reigns (much like Braun did). This gives fans a reason to get behind Roman. Brock Lesnar, this beast has destroyed all their favourite wrestlers and it's Roman's task to avenge all those wrestlers.
Then at Wrestlemania 34, after eating 800 German Suplexes and 32 F5s, Roman finally hits that sweet spear, 1-2-3. Roman is the new champion and the beast is finally put down, to retire to his farm and beautiful wife.
That whole scenario can be triggered by simply having Joe win this Sunday. What an amazing human being...