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As a face he has no shot at winning the belt. He could become an all time great as a heel. If you think about who he is over the most with. The same people who Cena is over with, except not to the extent as Cena.
If you turned him heel saying that he is fed up with trying to be the fan favorite when he will never be as popular as Cena. This sets up a feud nicely and the fans would turn on him in an instant.
He also puts on great matches so he would be able to be in the Main Event scene and succeed.
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