The argument can be made (and probably will be made) that Big Show’s character is a self-centered giant out for personal gain. But this argument would negate the idea of his character even being a face, and would make it heel vs. heel for the WWE Championship at Hell in a Cell. Having fans choose between who they loathe least is one of the most confusing choices to give in this business, and one that certainly does not drive people to purchase the pay-per-view.
The only reasonable outcome for this situation (if it is in fact the one we will be left with, which has yet to be seen and will only be known after Raw concludes tonight) would be for a sort of recreation of the Fingerpoke of Doom incident which could unite Big Show and CM Punk. The downside to that scenario is extreme, however: setting up a storyline at the expense of a main event match on pay-per-view would in all likelihood be infuriating to fans who paid for the show, and the the filler which would have to invade the card to make up for the scant few moments that such a “match” would require would simply make the card less appealing.