In response to everything y'all been talking about above...you can dismiss it as insignificant, but all that charity work he does really is important, much more so than appeasing any particular segment of the fanbase. They can't possibly subvert that. I wouldn't, if I were in charge of such things.

But the Ryback thing...what I tend to think will happen is that he'll become sort of a universal target for both faces and heels, and make him an underdog character as a result. It's a lot easier to make somebody like Ryback a tweener than turn Cena - RYback attacking Cena pleases the smarks, but positions Cena as an underdog for the kids and casual fans. Subject him to regular beatdowns and run-ins from both sides of the roster, and generate sympathy for him.

It would at least be a slight change in character, from alpha male to whipping boy.

But as always, I could be wrong.