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I think the writers realised that Edge's contract would be up soon, so they started to shit their pants over what to do, because of bad timing with the whole MITB angle (Matt Hardy return), it didn't give him enough time to build himself up as a main event star. So Edge's short run as champ (and the manner in which that he won it) was just a quick fix out of the whole situation. Asswell, because Cena was basically running out of guys to feud with, they thought "Hey, this should eat up a few weeks of storyline." And, they may have figured that by dropping the title on Cena in less than 2 minutes like that, it would make the fans feel sorry for him and turn him into everybody's hero again. Which would mean, now here's the important part, IT BOOSTS WWE SHOP SALES!!
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