I think it be a good time for this fight. Ellenberger is on a 2 fight losing streak with both losses being fairly one-sided (I know it was a boring fight with Rory but Ellenberger literally did jack shit). Story himself is coming off a close loss. And Lawler put an absolute beating on him. Ellenberger could use a bit of a step down in competition rankings wise. Likewise, Story could potentially springboard back into relevancy with a win. The fight already has a story line. Story outwrestled Ellenberger to a decision and they both kept shit talking after the match, with Ellenberger having to be removed from the ring for aggression. EDIT: It also should be noted Ellenberger is 2-3 in his last 5.