WWE: 10 Reasons John Cena Is At A Career Low Point Right Now

7. His Merchandise Sales Stop Natural Character Development

The natural thing for Cena to do at this point in the Wyatt feud would be to turn heel. It would be the same 'double turn' angle which made Steve Austin a star at WrestleMania 13 and made Bret Hart a bigger star in the process. There's big benefits on executing that same scenario with Cena and Wyatt and it is a finish which would work for both men in strengthening their positions at the top of WWE. The problem is Cena's too much of a cash-cow for the merchandise division. Kids love him and get their parents to pour money into Cena related products. Can WWE gamble on this money and turn John heel? Right now with all the other uncertainty over WWE business, probably not. Cena must stay face and hence the creative team can't go in the natural direction of the character. The business departments and the fans in attendance are on different pages of the Cena story and it's creating a difficult atmosphere for John to work within. Payback is going to need a contrived finish, everyone is going to be treating Cena as a heel, but the company is going to keep pushing him as a face. You can tell he is getting frustrated. WWE have placed him in no-man's land in terms of his character. He is in some ways a victim of his own success, his commercial appeal is stopping his creative development. A heel turn would have been of Hulk Hogan 'bash at the beach' proportions but that day doesn't look any time soon.