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Cena is on a completely different level than anybody in the company. The only one close to him is CM Punk...and how did they achieve that? In order to get people remotely close to his level, they have to beat him. Besides, whenever Cena has lost clean - it hasn't effected him. He comes out and does his whole spiel on never giving up and we start the thing over again. Remember, the "worst year of his life" wasn't all that bad and helped build Punk up to the level he is now.
Yes, having a Wade Barrett or Cody Rhodes lose often after winning the IC or US title is stupid. They are still trying to be built up. Cena is built up more than Fort Knox and the Great Wall of China. Losing occasionally doesn't hurt him and helps the other guy incredibly.
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