Well, realistically, speaking....
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It makes perfect sense for vince to keep Cena as champ, or high in the card, likewise with Batista, obviously thats no reason to keep good athletes down, but Batista and Cena draw the fans and money
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Domestic business in the WWE has been falling for years, and is continuing to fall in terms of PPV buyrates (domestically, international buys are higher than ever as more markets are available now), so them drawing money and fans is hugely arguable, as business has continued to fall.