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He's bland. If he had the edge he had prior to him winning the WWE Title, it would be a different story.
An entertaining character can sometimes help mask the in-ring flaws.
And like everyone has said 500 million times, the best way for him to get fresh is through a heel turn. And no, it won't effect his merchandise. Hell look at Triple H, he sold a lot of merchandise while he was a heel. Current day Edge sells his fair share as well. The only drop of in sales would be with the kids, because the women who buy his stuff because "OMG HE''S SEXII!" will still buy regardless. And then if Cena's heel persona can get over with the male audience then that will negate the drop in merchandise with the kids. So technically WWE wouldn't lose merchandise money with Cena if he turns heel.
Of course WWE is hell bent on keeping Super Babyface Cena so that won't happy. And Cena will be babyface for the next 50 years.
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