Few things.
First point: The final four were two giants and a Russian monster, all who were eliminated by Superman, Roman Reigns. So there's your answer on that.
Second point: If you had no plans of Bryan to win the Rumble, then why did they rush him back two weeks before the Rumble and put him in the match? Anyone with half a brain could have told you exactly what was going to happen. If they kept Bryan off TV until February, things would have been just fine and there would have been none of the backlash.
Third point: I don't see Reigns turning heel. It would be a much more natural fit, but Vince wants Reigns as the next face of the company. And as we saw last night, he's determined to do it no matter what the fans say.