Coming back to this just to say I always thought that the heel should get more of the pay-per-view/big match payoff than the babyface. The babyface had the ability to make money through merchandise that a heel doing their job wouldn't have had. It should have been understood that the heel was making sacrifices in those areas to sell the match and thus should get a bigger piece of the pie for the match itself. In the current structure, that probably isn't relevant and I don't know that it applies anymore. I'm more making an argument about how I think things should have been pre-Network.
Now WWE's popularity is completely the same whether or not Seth Rollins is around just like it is whether or not Jinder Mahal is around. I suppose the demands of Seth Rollins' job are higher, which would be the reason to pay him more. But as far as contributions to the bottom line, I'm not sure.