According to The Wrestling Observer, despite suffering his first WWE loss to CM Punk at Hell in a Cell, Ryback is still expected to be pushed as a top baby face monster in WWE.
Original plans for Hell in a Cell called for Ryback to pin CM Punk cleanly in the ring, and go on to hold the WWE Title until TLC, where he would drop the belt in a multi-man gimmick match where he wouldn't need to be pinned to lose the match.
This was the plan until just days before the PPV, when it was decided that CM Punk's long title reign was more important than Ryback's winning streak, which WWE feels is not that necessary in getting Ryback over as a monster. The feeling is that the company has put so much time and effort into Punk's title reign, that it would be better to keep the belt on him past the one year mark, so that when he eventually has a match against The Rock, the stakes will be higher.
For what it's worth, WWE did entertain the idea of having talent such as Brock Lesnar, Mark Henry, Big Show or even Vince McMahon himself do a run-in during the Hell in a Cell main event.
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