I think they always intended to continue pushing Bryan in this "underdog against the machine" role, but they had a slow burn in mind and also not a spot at the top of the card, but more in a prominent but secondary role.
Then the ultra negative reaction to the Rumble happened and they realised fans aren't going to go with the program (which was Orton/Batista).
So between that and Punk leaving, they've decided to go with Bryan as the number two guy behind Cena himself (which was Punk's spot) after all.
Funnily enough the whole problem was Bryan had all the potential in the world to be a top star, but they didn't believe in him enough to give him the top star push, which is what he needed to become a brand/star/draw/etc, so it was a self-fulfilling prophecy back in the Autumn when they half-assed his "main event push". Now they're too wary of the crowd reactions to half-ass it, and they're giving Bryan the push he needs, which should in theory make him a a big star and justify said push to the WWE.
It's all very silly when you look at how this progressed.