I am talking about during his WM 29 feud with The Rock.
That's not what I remember. I thought Cena talked quietly and respectfully about his opponent, while Rock was the one that came off as the heel; a raving lunatic talking trash about Cena with dirty language and threatening words. It's always interesting to analyze the heel/face aspects of modern pro wrestling, because a person who was watching this stuff for the first time, having no idea who the characters were, would surely have seen Rock as the heel every time he appeared in WWE. He's a bully and a loudmouth. Yet, we cheer him to the rafters and boo Cena. Go figure.
I have no idea what is stopping the Cena heel turn; I think it would be the biggest thing in the past 10 years in sports entertainment. As it is, I don't know how many fans actually dislike Cena....as I see it, they latch onto the "Cena sucks" chant going through the crowd and boo because they hear everyone else booing; snug & secure in the knowledge they're doing what everyone else is doing. Incidentally, I feel the same way about the "
Yes!" chant. I would guess that tons of folks who don't have the foggiest idea who Daniel Bryan is are yelling the word when attending a WWE show. It's the crowd mentality at work.
But, however many fans are booing Cena because they're bored (or whatever they've got against him) I think a heel turn would be the fitting response to all the crap being hurled at him. ("
You're booing me after all I've done for you, you ungrateful assholes? I'll give you something to boo about!!") Then, he sets about being as bad as he can possibly be. I would absolutely love it. Ultimately, it would make his eventual turn back to face powerful theater.
Of course, it seems the time for this has already arrived, yet they haven't done it. The reason they haven't is what we don't know....and the answer to that question probably involves management's vision of the company as a whole.