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See I don't think turning Cena heel is a good idea at all. I just think allowing him to get the shit beat out of him even with him all good to go after the match thanks this his regeneration stats is a bad idea when building up his grudge-match with Hollywood Rock.
If anything they should have had him be ridiculously hard to defeat. We need to see Cena kicking out of finishers + no-selling + fighting off multiple attacks so that people will either a) want to see him defeat the Rock in similar fashion b) see a monumental fight between two icons or c) want him to lose so fucking bad, that no-selling bad for the business PG asshole!!!!
Instead there's a lot of apathy towards the guy. He's got a case of the Xpac heat as we refer to it from time to time, where some people will boo you because they think you suck rather than because you're a bad guy.
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