How WWE Killed The Superstar Babyface

The seed change in how WWE sold itself in the mid-2000s was both a ramification of, and reason for, the way John Cena was received as a main event headliner.

'The Champ' was still a measurable draw by all the old metrics at the house shows he headlined and merchandise statistics he dominated, but both of those figures emerged from the most unrelenting and unwavering push since the maniacal Lex Luger bus tour in 1993. The Lex Express was concentrated into a month of hype that remains one of Vince McMahon's most expensive failures, but Cena's unshakable dominance extended over years. Stone Cold Steve Austin and The Rock had shown audiences the babyfaces they craved, but 'Big Match John' was never either of those guys - he required WWE to tell its audience until they accepted it as such in line with his marked improvement.

There was a sweet spot where his work overwhelmed his "mixed" reactions, but even this proved fleeting. Discerning fans wanted to like him for his hard graft and unshakeable commitment to being a good guy, but his neon hideousness was in essence the garish flag of WWE first and foremost. He was the last 'draw' before the company became the draw itself, and allowed such a thing to happen by being the most shameless acolyte of all. Countless feuds became framed around it. The company dared fans to boo John Cena whilst he was sticking up for a WWE they professed to love. Confusion reigned and bored acceptance became the norm - a low level allegory for how capitalism assumes control.

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