As stated a few weeks ago WWE keep trying out new referee policies and have settled on one which requires the referees to enforce rules as if they are real. This is in order to force incompetent wrestlers to do things like kick outs in a more convincing manner and to add an exciting UFC style of uncertainty to match endings.
After analyzing Sunday's match between Umaga and Santino Morella it seems that the match ending was unexpected and Umaga's rule breaking was enforced by the ref. This is why Umaga punished Santino for so long after the match to pad out the time that the match would have filled.
Although none of this is confirmed it is unlikely WWE would have planned such a segment which involved Umaga to appear as a face and Santino as a heel.
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