WWE, despite what Vince says, abhors making new top-level stars. It took Hogan jumping to WCW to make Bret the #1 guy. It took Montreal to make it Austin. It took Austin taking his ball and going home to make it Brock. It took the NFL to make it Cena. There have been other big stars along the way (Savage, Warrior, HBK, Luger, Rock, HHH, Angle, Orton, Punk were all solid #2 players), but until something catastrophic happens to Cena, no one will ever get the opportunity to carry the company.
Let's not kid ourselves that Bryan winning the title would make him The Guy. This will always be Cena's company until the day he dies/leaves. But, if you have the chance to capitalize on the most popular guy on your roster WHILE HE'S HOT, you do it.
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