When you put it that way it does resemble Cena giving up his WWE Championship match to give Zack Ryder a rematch for the U.S. title awhile back. I've read Cena was supposed to be the special ref and play a part in the finish, I've read he will feud with the winner, I've read Lesnar could interfere but that would mean paying him for an additional date and changing plans for Brock/HHH II so they're apprehensive. I've read Punk will win because they feel he will look better heading into the Rumble without having traded the title, and as long as they keep pushing Ryback like they have, it will rehab the loss, since his thing is he's a beast that beats up people instead of a winning streak.
The only thing that seems to point to a Ryback victory is a news item I read that advertised him for Raw as the "Undefeated" Ryback. My theory is Big Show loses to Sheamus and interferes, costing Ryback his match. Then they go on to feud. This is based off something that reported Cena vs. Punk for Survivor Series as well as Team Ryback vs. Team Show.