I really didn't see like they were no selling The Fiend. Drew was obsessed with Orton, for all the right reasons, and he was nowhere near the Fiend, and actually had him in his eyesight, so he was confident. And he was targeting Orton from the start, so maybe you could argue he foolishly didn't see him as a threat... as I think that The Fiend will first go after Drew before he goes after Orton, due to Survivor Series...
And Orton was visibly scared when he realised The Fiend is actually behind him, in fact he would rather face Drew again, then directly facing The Fiend. I think that part was actually kinda obvious a bit. Like, "I'm just going to pretend he isn't there".
As far as Keith Lee goes, he is still holding his own I think, and he is confident in his performances. For example, I think he would be a good idea to feud against The Fiend as a challenger for the championship. Much like I couldn't see Roman being scared against Bray, I can see Lee in that role. It would go well with his limitless character too, and could bring up his "rage" attitude he has been known to show also, while still mainatin his integrity.
Riddle... not yet, but I think it's going there