It appears that Bray Wyatt was supposed to be away from TV after his last outing. However, when the advertisements were leaked for Hell in a Cell, WWE had not choice but to make him visible, forsaking the original plans.
“From what I can tell, Bray Wyatt was supposed to spend quite a bit of time at home, chilling out, making plans, not being particularly visible. Unfortunately, with the news coming out [advertisements for Hell In A Cell], he has had to be visible. They’ve used him to try to build towards this match.”Tom Colohue
At Hell in a Cell, he might be facing both or either of Seth Rollins and Braun Strowman. It will be interesting to see how that comes about.