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I remember thinking in 2012 that a John Cena heel turn would have been a great way to build to Cena vs. Punk at WrestleMania XXIX. Cena won the Money in the Bank briefcase that year, and instead of cashing it in earnestly, I'd have marked out for Cena promising to challenge Punk in advance, only to surprise Punk on RAW 1000. They wouldn't have needed to go straight to Cena as a bad guy, but Punk could have treated himself as such on the microphone, whilst Cena just remained Cena and said he did what every MITB Winner, including Punk, has ever done.
Instead they went with Punk turning heel, which worked also.
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