The reason WWE waited to make the official announcement regarding the signing of Kevin Steen until August 12th was because they wanted it to coincide with the launch of the WWE Network in Canada, where Steen is from.
As noted previously, WWE is acknowledging the fact that the Steen signing is a major addition to their roster. Apparently, WWE informed Dean Ambrose to no longer use the running cannonball into the corner move anymore, as they want it to be a fresh move for when Steen makes his debut on the main WWE roster.
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(Credit: Wrestling Observer Newsletter)