The following is courtesy The Wrestling Observer Newsletter:
This should not shock anyone, as WWE Writers are having a hard time coming up with a finish for CM Punk vs. Ryback at WWE Hell in a Cell. WWE officials, including Vince McMahon himself, are very high on Ryback, and do not want him losing clean at the Pay Per View. They also have talked about keeping the WWE Championship on CM Punk's waist until Royal Rumble, where The Rock will battle for the gold.
The end of the event will most likely be this match, but they do not want to end the Pay Per View with a Disqualification or screw job, as it will take away from both men. Furthermore, officials do not want to end the show with Sheamus vs. Big Show, as it is not as big of a draw.
One idea being heavily discussed is Brock Lesnar coming out and costing Ryback the match. This would cause some problems for the WWE, including another wasted date and Triple H's revenge on Lesnar being put on hold. Either way, WWE will most likely have to come up with multiple ideas in the next week to decide on which route to take.