They raped this dude just like they did AJ. "What? She's interesting? Take away everything that's interesting about her and make her the GM of RAW!" they went when AJ started getting some traction.
This guy's "feed me more" chant was alive and well and we finally had at least a somewhat interesting full-time face who's not in a tag team(I'd like to think we all enjoy Kane/DB and they're faces) and who's either a main event player or close to it. What do they do? No more "feed me more", nobody's going to say "Ryback rules" with the way they're bitching him out on TV(he's not losing but for a legitimately tough, gruff looking guy he's being a pretty big coward), they made him a full-fledged heel instead of an in-between that probably would've produced an interesting crowd dynamic when Ryback has his match with Cena... and right off the bat they make all these changes and put him in the main event which would not garner the respect of the generally older Cena detractors who like their indie dolls. We're likely going to get "let's go Cena, Cena sucks" and that's it at the PPV. I honestly hope they don't think people are going to actually chant "let's go Cena, Ryback rules".
Not only did they make a dumb decision by turning him heel, but they're climbing up to the very top of the Eiffel Tower just to make the jump over the shark as obnoxious as possible. At LEAST give him a few weeks to screw with Cena and make Cena be the "honorable tough guy" that he is and grant him a title shot to shut Ryback up.