Its no secret that the WWE product is failing. Viewership is down alongside merchandise and gate sales. Yes, we have just seen the largest grossing Wrestlemania EVER but that was primarily down to the so called Once in a lifetime bout between The Rock and John Cena. And thats just the problem that WWE and Vince McMahan has got; John Cena. It appears very easy for many wrestling smarks to put ideas out there such as Turn Cena Heel Dammit! or get Cena off my TV etc etc. But these people surely dont see the corner WWE has pitched camp in. John Cena IS the WWE at this time. HE is the draw that pulls in the crowds for Raw and more importantly, the untelevised House Show tours. This is even more apparent after the recent report that WWE were offering full refunds to those who travelled to these shows to see Cena. Immediately theres a case for an overreaction by WWE management. Isnt the WWE Live experience entertaining enough without Cena to put the proverbial butts in seats? Evidently WWE Doesnt think so otherwise theyd draw fans attention to the disclaimer Card subject to change! Its this very over-reliance on their star man that has kept the company in a constant state of mediocrity. Cena has been The Man for 10 years; this has never been an issue during the Sports Entertainment age as every top guy has spent all of 3-4 years at most on top before having to move aside due to injury, a new career or to simply retire. The fact that John Cena seems to genuinely love his job coupled with his relative easy ring schedule compared to past stars and inability to act have kept him past his prime. Hes done it all, rose further than any star before him, his accolades speak for themselves and now with the WWE aiming at a PG audience he has remained squeaky clean the entire time. Kids love him! Kids whose parents buy his merchandise! There you have it. His image prints money. Thats the problem with his squeaky clean image. Its not even a simple case of moving him down the pecking order. How do you move the biggest star of over a decade into a feud with a mid carder who pissed him off when Cenas character is so levelled and focused all the time? And we certainly cant change his character to be more aggressive as the modern parents would ban his likeness form ever gracing their kids TVs again. Its the same reason they wont turn him heel. Heel Cena sells less merch in Vinces mind. Even though many wrestling fans could give several ideas to turn Cena and create a great angle/marketing campaign to print T Shirts/money. Now let me give a brief history lesson. The WWEs top babyfaces over the years prior to Cena have been, in order...Ahem (This is just off my head so excuse anyone I miss) Hulk Hogan, Macho Man, Ultimate Warrior, Bret Hart, Shawn Michaels, Stone Cold, The Rock, Brock Lesnar and Eddie Guererro. Each and every one of these guys had their time at the top. Selling all the merch, headlining Wrestlemanias, fans, money, women? But they did what all great babyfaces have to do. Turned heel to push the up and coming guy. Read the list back and think about the twilight years of their careers, they were all heels. Allowing themselves to be pinned by the next guy. Advancing the great circle of (Wrestling) Life. THIS is Vinces dilemma. Vince HAS to turn Cena Heel to push whoever will be the next guy. He HAS to do the Job to help the company. He MUST be pinned at a marquee event to an up and coming face. He MUST do it. He has tried to get around it by trying to create a babyface without a top heel in CM Punk and Sheamus. Its simply not worked. Who will get booked higher than Cena? No one! Why do we think CM Punk went Heel? He knew he couldnt rise above Cena as top face so hes being the Omega to Cenas Alpha. There is an argument that Punk will be that top heel to push the next guy. Yes that can happen and likely will but again; will they be booked higher than Cena? Nope! Dont be silly! I genuinely cant think of a period where the roster was full of genuine talent waiting for their break out moment. Guys like Dolph Ziggler, Cody Rhodes, Antonio Cesaro, Ryback, Sandow, Kidd and Wade Barrett to name but a few and thats not even counting the supremely talented guys in development. Most of which have some serious Indy pedigree. But whats more concerning are the few characters they have who have held one of the two world titles in The Miz, Alberto Del Rio, Daniel Brian and in some aspects Sheamus who have been there, bought the proverbial T Shirt then slunk right back into mid-card turmoil. And what do they need if they are to be Vinces next golden boy? A Main Event, clean pinfall victory over a heel Cena. The Torch to be passed so to speak as it has over the past 25 years. This by no means is a stab at John Cena in person or in life. I respect the hell out of the guy. Ive never been his biggest fan but I ask anyone to watch ECW One Night Stand II where he faced RVD in front of a rabid, vicious ECW crowd who threatened to riot if he won and not feel a shred of admiration for his craft. He gets so much abuse from fans that I dont feel is warranted. Dont boo the guy whos tried and mostly succeeded in entertaining millions over the past decade. Its a dark, dangerous corner big Vince has backed into. It would be an extremely risky venture turning Cena. He could potentially lose money. A lot of money! But what happens when Cena does leave for whatever reason? At this moment in time I think wed see a panicked WWE product trying to push a guy to replace him. But how can they replace him if he doesnt have the credentials? Personally I think it would work in the opposite way. I mean hell, what other wrestling show with a top face will fans jump to if they dont like the WWE product? TNA? i seriously doubt it.