WWE is doing something they haven't done in a long, long time. They're taking a top face (meaning top 3-4) and turning him heel. All their heels in the past few years have either been turns of midcard guys (Punk, Truth, Christian, Bryan, Kane) or guys that were brought up as cowardly heels (Miz, Del Rio, Sheamus, Barrett, Rhodes, Ziggler). Jericho turned in 2008, but he wasn't a top 3-4 guy at the time. Edge turned, but was only a face for a couple months. Big Show has never been a top 3-4 guy.
This is where things are different with Punk. Punk was without a doubt the #2 face in the company. He has proven over and over that he can win matches clean (kayfabe). This is the real test. Will they turn him to a little bitch coward like every other heel (outside of monsters like Kane, Batista, Henry, or Show) or will they actually do something different with him and make him look like a legitimate threat to guys like Cena, Sheamus, and Orton?
That is the one thing that has been missing in today's WWE. No heel is really a threat. Over the past year, the top 4 faces in the company have been Cena, Punk, Orton, and Sheamus. The top heels have consisted of Miz, Del Rio, Bryan, Christian, and Barrett. Going into a match, I wouldn't have believed that any of those heels could beat any of the faces clean. It takes a lot away from a match when you know that none of the faces will be tapping out to Del Rio's armbar. Nobody believed that Christian would ever beat Orton with a simple killswitch or spear and then get the pin. There always had to be something else happening which caused the heel to get lucky.
So, long story short, they need to make Punk a threat. By all means, give him some dirty victories. After all, he is a heel. They just need to keep the Best in the World thing going. Let someone like Orton tap out to the Anaconda Vice. It won't kill Orton, but it will make Punk matches more interesting knowing that anything can happen.