John Cena is the WWE Champion, which is no surprise if you've been a WWE fan for more than a year.
However, a new challenger has risen to take on WWE's favorite son.
Ryback, who has, in fact, had several WWE Championship matches with CM Punk, has never tasted gold in WWE. And he is hungry for it.
At WWE Extreme Rules 2013, Ryback will try to satisfy his appetite and take John Cena's championship. But Cena, who just won his first WWE Championship in about 18 months, is not about to give it up without a fight.
Cena and Ryback are two of the top stars in WWE right now, and a quick feud would be the worst thing to happen to this budding rivalry.
Here are four reasons why.
SuperCena looks like he's back. If he is, that's bad news for many fans—and for Cena's opponents.
Worst of all, it makes Cena's matches predictable. In an industry that struggles to prevent rumors leaking online, making the pro wrestling product even more predictable hurts fans and wrestling companies alike.
At this point, the expectation of most fans is that Cena will win the match. And maybe he will. If Cena wins, no one will be shocked. But if Ryback wins, that generates a buzz.
Pro wrestling is all about buzz. A Ryback win would be big news. A Cena win would just be ho-hum.
WWE needs the unpredictability that made every show exciting.
WWE really does not have a signature feud. That is an issue for the company. The closest signature rivalry WWE has is the feud between John Cena and CM Punk.
But CM Punk is gone, and no one is sure when he'll be back. Triple H and Brock Lesnar are part-time warriors who can't be expected to feud consistently. In fact, their feud will likely wrap up at Extreme Rules.
There are other examples of feuds, but none that demand the viewers' attention week-in and week-out. Cena and Ryback can be that feud. WWE TV needs the feud to boost ratings and create excitement.
Most of all, fans need a big feud about which they can get excited. Using Ryback vs. Cena at Extreme Rules as a holdover match is the wrong way for WWE to go.
Like him or hate him, John Cena is top dog in WWE.
The only wrestler who can rightly challenge him right now is CM Punk. But Punk is gone for an indefinite amount of time.
Ryback, by many accounts, looks like he could very well be a superstar in the making. Many fans disagree.
But right now, whether fans like it or not, Ryback is the only wrestler with enough "juice" to realistically challenge John Cena for months to come.
If Cena buries Ryback at Extreme Rules, Cena's time may well be now after all.
Ryback has his fans and certainly has his detractors. But it seems WWE wants him to be a star. And no, I don't mean their anti-bully program.
But if WWE decides to have Cena destroy Ryback, that could do serious harm to Ryback's character. After all, Ryabck still has not won a pay-per-view match and routinely loses big matches.
Many Ryback fans fear that putting Ryback in a match with Cena will only lead to his burial. Ryback was getting to be a bigger face than Cena, especially since Cena was (and still is) getting consistently booed in every arena.
If WWE (or Cena) decides that Ryback needs to be knocked down a peg to protect Cena's spot, WWE would be making a huge mistake.
Ryback, even if he loses, needs to look good doing it. The feud between John Cena and Ryback cannot be short-lived.