– WWE has been teasing a Ryback heel turn lately, which could lead to a feud with John Cena after WrestleMania 29.
– WWE’s writing team has been in somewhat of a rut lately, with a lot of disagreements and politics. The recent flip flopping on the Cody Rhodes and Damien Sandow breakup is seen as one of example of poor planning and lack of commitment to storylines. Many of WWE’s top talents including The Rock, CM Punk, John Cena and others are pitching their own ideas and not relying on creative to direct their characters.
Source: Wrestling Observer Newsletter