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Has to be done at a ppv so at least the WWE is guaranteed the money from the show regardless of the crowd's reaction. Last time Cena joined a heel group, the majority of the crowd got up and left before the show had its main event. It would make the next RAW a big must-see event for both Cena's fans and regular fans to see why he turned.
If you do it at a RAW show, you get the hype and interest for the next ppv but run the risk of loosing out on a huge percentage of his fans who are kids that beg their parents to order a ppv if he's no longer viewed as a hero or favorite for them.
Christian turned on his Peeps on Smackdown but the Peeps are much smaller than the CeNation and Orton was already built as the new #1 face for the show.
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