It's believed that breaking Ryback's streak isn't the best thing for him but his run has never been built around being undefeated anyway. There's a feeling that if Ryback loses at Hell In a Cell, as long as they go right back to pushing him super strong and have him run through everyone, he can be rehabbed.
It should noted that the source reported that the finish to the match had been changed again before being decided on. Meaning that both Ryback and Punk at one point have been penciled in as winning within the last four days. Word is that regardless of what happens at Hell In a Cell, Punk will be the WWE Champion going into his match with The Rock at Royal Rumble.