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So, I'd say a small majority of fans boo the guy instead of cheering him as a face (Well, it's about 50/50, but stick with me here). If they turn him heel, he'll start doing things that will redeem the goodie goodie crap that made us hate him and we may start cheering him again. The marks will boo the guy because they're marks and eventually we'll be back in the same situation: a heel cena who draws a lot of face pops.
If they want him to turn heel just have him act the same, but tell the marks that he's a bad guy now. Give him a cheating victory and have a face call him a heel.
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