They don’t want to have Ryback lose but also do not want to switch the WWE Title before the Royal Rumble in January. They also don’t want to end the pay-per-view with a screwjob and obviously can’t do a DQ finish inside the Cell. Officials also do not want to end the show with Big Show vs. Sheamus so it appears they are going to end up having to do something that they do not want to do.
There has been a lot of online speculation about Brock Lesnar interfering to cost Ryback the match with the idea of Ryback vs. Lesnar at WrestleMania 29. This would create a number of issues including messing up plans for Triple H’s revenge on Lesnar and the extra cost of using Lesnar on another pay-per-view above what he is contracted for.
Source: Wrestling Observer Newsletter