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It really has been mega fumbled. He shouldn't have turned FULL heel, no one was gonna boo him. We should've just got Desperate Cena. He still cheats to beat Cody at Mania (but not with Travis Scott) and it'd be way more shocking because he would've been face. After that he apologizes for what he did, but he says he is going to do whatever it takes to hold the title for as long as he can. But, as penance, he says as soon as someone beats him for the belt, he's done. Then you have the drama with every single title defense of 'WILL THIS BE CENA'S LAST MATCH?' and you have Cena doing increasingly more desperate things to hold the belt until eventually he's disgusted by his own actions and goes out with hustle, loyalty, and respect.