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Originally Posted by Übermensch
As a short term business move it would cut down on Cena merchandise sales so I know it won't happen.
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Yeah, but you'd think that most Cena marks have bought all the merchandise there is already since he's been face for so long. Why not turn Cena heel and lead to a whole new slogan, attitude and products that may rekindle interest from fans that were into his heel persona to begin with. Seems there's possibly more profit potential by changing him now IMO. The movie has been out long enough so that WWE won't lose any viewers or buyers for the DVD.
Besides, his pop's seem to be huge again, so a heel turn right now would be most effective as far as psychology goes....not that I'm a psychologist, but you know what I mean?