It's not really as cut and dry as "Who do you feed him"
I think the proper way to book any wrestler is to always just have an idea of exactly how good he is at any given moment kayfabe-wise. Right now is all about having him destroy guys who have been booked as "not nearly as good as most of the roster" and through that plant the questions of "I wonder what would happen if he faced ____"
I'd say let him be in the main event scene and then play it how you feel at the time. Even if they face each other multiple times throughout their career though, I definitely wouldn't give a definitive answer to "Who's better: Cena or Ryback?" Let that question just linger.
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