Found October 31, 2012 on PWS Entertainment:
Source: The Wrestling Observer Word is that as late as the day before the Hell in a Cell PPV, WWE had different plans for the outcome of the World Heavyweight Championship, which all included The Big Show losing the match. One scenario had Dolph Ziggler cashing in and winning the World title. The Big Show getting the win was a very last minute decision done to shake up the title picture.
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