Punk's storyline is underdog champion who nobody thinks can win.
The setup for the scramble match was THE CHAMPION ONLY HAS 20 PERCENT CHANCE, HE WILL NOT WIN OMG.
Perfect for Punk.
Also, Stephanie and Shane made the match, they just had Adamle announce it.
Although that's true, you were supposed to conveniently forget that fact, since the scramble was later billed "an Adamle original."
Yet during the ECW Scramble Todd Grisham said Pat Patterson came up with the idea.