I want to get your thoughts on this subject. With Ryback on a losing streak at PPVs and literally failing every single WWE championship opportunity he has gotten, it almost seems imperative that he does beat Cena at Extreme rules. No, I take that back -- it IS imperative. He needs this win.
Think of how much momentum Ryback will receive by beating John Cena at Extreme Rules (Cleanly!) and stripping him of the WWE championship. Keep in mind that Cena is still hot off the hills of beating the Rock, so he'll carry over the momentum from that as well. One month after beating the Rock at Wrestlemania 29, John Cena loses outright to Ryback. STAR MAKING MOMENT! Very similar to how Goldberg beat Hogan and how Batista beat Triple H.
However, on the other side of that coin, a lose could do major damage to Ryback. This isn't a match he can just lose and then get numerous rematches for the next few months. If he gets his ass handed to him by Cena at ER, that'll seriously kill his 'destructive machine' edge and will probably hinder his chances of ever become a legit player. In a real sport, anyone who fails to win the big games, NBA finals or Superbowl, usually makes fans lose investment and stop caring about them. I see that happening to Ryback if he doesn't beat Cena. So I hope he does, if anything, to get a fresh face in that title scene.