OK, so let's see...3-way match at SurSer this weekend, so let's say Ryback interferes trying to get to Punk, but ends up hitting Cena instead (clothesline?) to add intrigue to the PPV match. End result a no contest or a Punk win via DQ.
Cena/Punk are always great, so the match should be p. fun leading up to the finish.
...except you wouldn't know to watch that for sure since they couldn't advertise it beforehand without ruining the delightful surprise. And if you already ordered the PPV, you'd watch whatever they showed (or not - they got your money either way).