There have been several Cena/Orton matches over the years where the WWE Title was on the line. At least that gave their matches meaning because they were out there battling to be the best. For their next match at Hell in a Cell, what are they fighting for exactly? Nothing at all. That's a problem. The reason it's a problem is because you can't expect fans to get excited about seeing Cena vs. Orton again when we've seen it dozens of times in the past. It's unlikely that WWE is going to say this is some #1 Contender's match because quite frankly the Ambrose/Rollins would be that if there was one of those. It seems like WWE's strategy of late is to completely ignore the existence of the WWE Title while Brock Lesnar is sitting at home for the next few months. Having a match to see who the "better man" is between two guys with 27 major title wins is a complete waste of time. Win or lose, neither man is going be hurt by what happens. Both of them will continue to be booked strongly for the rest of their careers.