They both do. They clearly have something planned for Swagger, or else they wouldn't have made him lose the way he did the Rusev at SummerSlam (or the RAW where the ref called the match off). But Bo is a relatively new fella that can't just simply lose and have that be it.
I think they should have 3 matches. Have Bo win the first one, but not cleanly. This prompts Swagger to demand a rematch. They rematch, and both go all out. Make it a really close match, with Swagger winning just barely (not by making Bo tap, but by a lucky shot or something).
Then comes match 3. By this time, they should have a grip on who's really getting over, and that should determine the winner of the final match. If Swagger remains over as an All-American baby-face, let him beat Bo with a legit tap-out this time, and send him back up to actually defeat Rusev (depending on how he's going at this point). However, if it seems evident that Swagger's heat is fading, then have Bo convincingly beat him, rub it in his face in typical Bo fashion, and send Bo off to higher places. Maybe even send Bo at Rusev, with him basically going "haha Swagger you let down your fellow Americans, but I'll make it right for them".
That's my two-cents.