Turning Cena heel would have been cool for shock value and then after a month or so everyone who was clamoring for it would have been like "Wait. It wasn't that Cena needed to turn heel. It's that WWE booking is paint-by-numbers regardless of disposition.
As a face, he never needed to be booked with any real substance because kids are stupid. So they could take the easy way. As a heel, they'd be lazy with it and he'd end up not being any better as a character eventually.
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