According to Bryan Alvarez on Wrestling Observer Live, the plan was always to turn Dean Ambrose heel. However, the company wasn’t set to pull off the turn until around Survivor Series.
Word is that the promotion wanted to capitalize on the news about Roman Reigns’ leukemia struggles, believing that Ambrose turning on the same night as Roman’s announcement would ensure the angle had the maximum impact possible.It guaranteed them the shots of the audience looking stunned over the events.
Even though Ambrose's turn has been heavily teased for months - and everyone knew it was going to happen eventually - many fans were caught off guard due to Roman's sad news. Many are outraged over the way the company manipulated the fans' emotions on Monday Night RAW, but it did create a buzz about the company going into next week's show.