The only way I could see him being heel is if he goes an "all business" route, sort of like Jericho, because if they revert back to giving him a real edge he'll have a similar "problem" to Austin where he's a heel but everyone is rooting for him.
Honestly, Cena doesn't NEED to turn, they just need to fix the character, which won't happen until they at least try to cater to the 18-49 demo.
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