There's a reason this is happening at Hell In A Cell and there's a good reason behind this match. Shane, is a big drawing name. He may not be a superstar or a wrestler, but Kevin Owens beating Shane McMahon in a high profile match actually gives Owens more credibility than beating Nakamura or Ambrose or Rollins or Reigns, because Shane is a special attraction with a big name recognition and the match will most likely feature a spot that will be remember for ages.
That said, if Owens wins. If Shane wins it's just stupid.