I think turning him heel is something they will do. I just think they haven't done it because there's not a viable top face. Once there's another huge babyface cash cow that they can count on to fill his spot while he does the heel thing, they will do it.
It's like turning Austin heel in 2001. They did it because they had The Rock.
Unfortunately, I don't see anyone on the horizon who is going to be a huge face and top guy in the company. If and when that person comes along, I'd expect Cena to finally turn heel.
Having Cena turn heel before, or during a Wrestlemania match with The Undertaker for the streak would be massive. Having Cena break Taker's streak would almost be worth it for that alone. In any event, they'd better be prepared to turn Cena (or anyone) heel upon snapping Taker's streak.
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