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They could do alsorts of things with a delusional, money grabbing turn. They could run separate Cena merchandise stands at events and do vignettes of it and stuff, he could start selling all his stuff for 5 dollars more than anybody elses. He could rip off classic t shirts like Hogan, Austin, DX.... If cena was acting like a prick heel, and was trying to sell a Cena 3:16 t-shirt, I think it would sell. They could do this and probably maintain the merchandise sales.
I think they need to get someone for him to fued with first
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