You know there's actually a decent chunk of heat for that title match. One the one hand, this would certainly give Ryback a chance to be taken seriously, and losing this match would stall things for his career. On the other hand, I don't think CM Punk should lose the title yet. What they need to do his get rid of Heyman and turn Punk back to the character of just burying everything that sucks about the product.
Theory = Punk loses to Ryback, Cena beats Ryback and gets the title back on him. Dumb idea, but they clearly don't believe in Punk as a champion, and have had Cena headline over him regardless. At least this way Punk doesn't lose his credibility.
He's like "yo give me yo insurance information!" and I'm like "I didn't hit you with no car, I hit you with this mack truck I call a fist!"