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The reason WWE officials decided on having Sheamus win the 2012 WWE Royal Rumble match was to throw a curve ball at numerous fans who were expecting Chris Jericho to win. The line Michael Cole used on commentary in which he asked what title Sheamus would challenge for at WrestleMania 28 was designed to make fans believe the storylines were just shaken up big time.
It should also be noted that WWE officials are high on the way Sheamus presents himself backstage and in public. They've had plans to push him hard for the past year or so.