Heyman felt that one of his biggest responsibilities following SummerSlam was to sell the audience on John Cena. He admits that he and Brock are never going to move as many t-shirts or tickets to live events (with the caveat that they're not doing them) as Cena, so therefore he needs to be sold to the fans coming off the loss of the title vs. Lesnar, in order to keep him strong while he continues to be the main cog in the WWE machine. It's his job as a salesman to sell you on the overall WWE entertainment package--the PPVs, the product and to entice you to buy the WWE Network-- and he approaches each promo with that goal in mind. "In terms of being a salesman, we better promote John Cena or the company is screwed." It's sad that WWE puts that much weight on Cena's shoulders because many fans feel that him being the constant centerpiece is what's actually dragging the promotion down, but as long as that reliance on the Cena safety net is in place it may never change.