I think its partially that and also because a lot of the WWE fan base is relatively smart, so they recognize his talent. Owens is getting a huge push though, he beat Cena in the first match, took him to the limit in this one and will probably will the third match.
You know he is getting a push if Cena is willing to put him over too (even though Cena won last night)
Owens, Rollins and Ambrose make the WWE watchable again.