The Feud
The Ryback promo on the April 15th Raw was criticised by some as static as it was delivered straight to camera but it did offer a good justification of why he did turn his ire towards the new WWE Champion. His claim that Cena had not supported him when he was ambushed by the Shield even though he had always had Cena's back on similar occasions rang true and it made the champ seem morally ambiguous. The trouble was, later that night when Ryback faced Cena in the ring, Cena did not even mention this. See, the thing with great feuds is there has to be an action/reaction thing happening. When CM Punk stole the urn, the Undertaker reacted to it and was outraged by it, making the feud all the better. When Brock Lesnar broke Triple H's arm, Triple H challenged him to a match at Summerslam. Ryback calls Cena a coward and an false friend and Cena smiles and ignores it. Because Cena is the babyface to beat all babyfaces in the WWE, it's not a surprise that they have completely ignored a chance to get Cena to apologise to Ryback, or even to actually say that he wasn't there. That would mean that he was wrong and the WWE has had a problem with acknowledging Cena was wrong in feuds in the past.What it does do however is rob the story of its best driving impetus- Ryback calling Cena a massive hypocrite for not Hustling to his aid when he needed it; not being Loyal to Ryback as a true friend would and not giving the Respect that Ryback deserved ( see what I did there ? ). As it is we have a normal babyface vs monster heel feud with little to surprise us.