Riven just doesn't feel the same early game anymore.
I've have a few games with her, trying out new runes, using the ultimate hat a few times, that "10% cdr at level 10" stuff, etc. But she just doesn't feel as reliable anymore without that 10% helping her out in the laning phase. Missing opportunities she use to have in lane, not being able to pressure as often as before (after you trade against the laner), and especially not being able to build the same anymore due to needing the missing cdr early game.
Maybe i just haven't experimented enough yet, but so far my experience with the new runes are awful.