WWE succeeded in getting everyone to know who Ryback is. The next step is figuring out what the right thing to do with him is.
Spring and summer of 2012 saw Ryback beating down every independent wrestler in the local area for a 30-second squash match. Then, we started to see Ryback beat down the lower end of WWE's roster. Finally, due to a John Cena injury, Ryback was the No. 1 contender in October to face the WWE champion in CM Punk.
Ryback remained a top talent, getting television time and storyline—but didn't win any big matches on pay-per-view.
This was all as a face, and then right after WrestleMania 29, a heel turn has begun to happen where he is challenging Cena for the title.
The heel turn has been a unique one in many ways. Big Nasty and I debate if he should even be a heel at all.