I think their intention with Punk's promo was for him to antagonize the crowd until they were desperate for him to come out, don't think it worked as well as they expected though.
I think the main reason why everything worked last night is the guys have a clear mutual respect for each other, and their main objective was to entertain the fans. Unlike Cena/Rock they didn't have one guy who was just desperate to get himself over with the fans, and was willing to ruin the fued in order to do so. They weren't taking cheap shots at one other, they were putting over the title, fued, and each other whilst entertaining us in the process. Truly brilliant work from both.