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The primary rationale behind the Orton Babyface move was that WWE wanted to promote a babyface in a way that could improve business over both the short and long-term. Some may argue that subtle-building to an Orton/HHH match at WrestleMania would boost the buyrate in March, but it would be hard to justify such a move's positive effect over the short-term. WWE believes Randy Orton has the charisma and potential to be a top, "Rock" like babyface and really put fans in the seats at house shows, while boosting WWE PPV buyrates. Additionally, the surprise angle only made the turn seem more intense and more important, giving fans the feeling that Randy Orton is to be taken seriously. Rather than try to boost WWE's business by bringing in someone like Goldberg, as WWE has been known to do in the past, they felt a more effective strategy would be to promote someone "in-house."
Additionally, WWE agents noticed that Randy Orton was already beginning to get cheers from the fans, an indication that they were ready to support Orton as a babyface. Despite an obvious appeal with female fans, Orton appeals just as well to males due to his strong promos and very good in-ring work. Thus, he had the rare combination of across-the-board support and charisma that would allow him to get over well, in a way that someone like Edge (who was, at one point, supposed to be a part of the title picture) simply could not.
Source: PWN
Additionally, WWE agents noticed that Randy Orton was already beginning to get cheers from the fans, an indication that they were ready to support Orton as a babyface. Despite an obvious appeal with female fans, Orton appeals just as well to males due to his strong promos and very good in-ring work. Thus, he had the rare combination of across-the-board support and charisma that would allow him to get over well, in a way that someone like Edge (who was, at one point, supposed to be a part of the title picture) simply could not.
Source: PWN