Ryback has been terrible at pay-per-views. This turn makes sense of his numerous losses. Photo Courtesy of WWE.com
Ryback is going to be a much better heel than face because it makes sense, which we all know isn't always the driving factor for a big move from the WWE creative team. There are a lot of things in the WWE that happen just because it's a big spot or it might elicit a big pop as opposed to something happening because the story calls for it.
For Ryback, however, a turn to the dark side could totally work in with his character's story. He came in as a dominant monster, throwing people around the ring with the greatest of ease. Then he started losing big matches. He won his first four pay-per-view matches as Ryback, but they were all part of his jobber-squashing streak. He has yet to pick up a win in a real pay-per-view match as Ryback.
So, storyline-wise, Ryback has dominated opponents in the ring and come to the aid of the good guys, including John Cena, against The Shield and CM Punk, yet he has nothing to show for it. For a persona like Ryback, who only knows how to destroy people, he would be frustrated, right? So frustrated that he's going to turn his back on the good guys and destroy the man who personifies the goody two-shoes crowd (and just happens to have the WWE Championship).
It makes sense with his character. It's not just that Ryback is huge and strong, but this turn can give the WWE an excuse for all of Ryback's big-match losses over the last year.