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They've canned DX, they've turned Austin heel, and they've dropped the deadman gimmick on the Undertaker.
Ultimately doing those things only served to make more money on the triumphant returns. In all cases, they were declining trends and it was smart to take a break and conserve the gimmick for a later date.
I can see the same happening with cash cow Cena, just as long as someone else steps up and starts carrying the brand as a face. Nobody's really doing that right now, outside of maybe Orton but for all his popularity I can't see him filling that role unless they change the whole company around him.
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