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The title ISN'T a reward, it IS a plot device. If you don't like that, fine. You think it should be different, great.
Austin had his dominant streaks, and when he lost, he was losing to some worthy contenders. Who does Cena have that's viable without bringing him down? The Rock and Austin lost to big, important people, where Jericho's been lying down like (Insert Lita joke here). Losing to Taker or Austin wouldn't have hurt the Rock. Because they weren't glorified jobbers themselves.
They need to build a strong upper midcard before that can really happen to Cena.
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