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I like the concept, but don't think they should have the title literally change hands with each fall so as to devalue it this much. Pretty much whoever gets the fall is "it" and whomever is "it" at the last bell becomes new champion (or retains). So if we do get a new champion at Unforgiven, the title has literally passed from CM Punk to, say, Batista... even if there were 8 pinfalls in the match, only the winner is officially recognised as having won the World title.
Plus 20 minutes is a strange length, half an hour may have been better.
Although I like the idea, and think it will be a fun match, it's kind of weird to see the World title being defended as if it's the oh-so-prestigious Hardcore championship.
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