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In order to make a new star, generally you need an established star to 'make' the new stars. If you put all these guys with no main event experience on the same show they look like "B" level talent, on a "B" level show, fighting for a "B" level title.
Austin needed HBK and Mike Tyson putting him over to make him a new star. Hunter and Rock both needed Foley (who needed Taker (who needed Hogan to get him over) to get him over) to get over to main event level. Later on Brock needed Rock and Taker to put him over (and then HHH to chop him down, but thats another tale). And most recently Benoit had Hunter putting him over.
There are very few cases where a guy gets over at main event level without being put over by an established star to legitimize them in the fans' eyes.
Cena-Orton might be a good fued (matches likely wouldn't be good), but they could fued for 3 years straight and its not going to make either guy a main event player. They would need established stars to put them over to make them stars. The connection to Rock-HHH is that Rock and HHH fueded throughout their careers, but their fued in itself didn't make them main eventers, it was their intercation with top guys, in particular with Foley.
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