Just because the character of "Zeb Colter" has always been a heel doesn't mean that Dutch can't work face. He's done it before and successfully all over the country. In fact, without Zeb, there's no way that Jack could really work strongly face.
As it is, I actually think this would be a good time to allow Rusev to take a loss. It does a lot of things both for him and for Swagger.
1) It shows that Rusev, while almost unbeatable, can be beaten. If Swagger has to snatch a "dusty" victory from the jaws of defeat once or twice, it shows that it takes a cunning opponent to beat him, but it also makes Rusev more approachable as a character and more believable in the "Reality Era".
2) It builds Swagger. WWE has always been high on Swagger and giving him a duke or two over Rusev, who's beaten all comers convincingly, particularly if it's done by a little bit of trickery, gives Swagger a cunning side and shows that he's willing to do what it takes to win a match.
Of course, both of these are points of character development building two guys for the long term rather than focusing on the immediate, something WWE has historically not been very good at. But, they've also had huge successes in the character development area (Rocky, SCSA, Curt Hennig, Jake Roberts, John Cena, Daniel Bryan). So, i's worth it to try.
wk