It doesn't have to stay hot for the whole year. Think about it like Christmas, you know it's coming the entire year, but there's no reason in getting excited about it on December 28th. All the WWE has to do is keep Cena interesting, and between Cena's natural ability and WWE focusing on him, I see no reason that they won't be able to succeed.
As for Cena hate... I have a feeling that after last night the fans will give him some love. He accepted The Rock's challenge, and love or hate Cena (Nick, you're a case in point) you KNOW this match is a big fucking deal. Additionally, he earned Rock's respect and even shook hands with the guy in one of the most epic WWE handshakes of all time.
WWE will put Cena in a few solid feuds from now until Rumble, but once the Road to Wrestlemania begins it will be all about Cena/Rock.
As for Cena hate... I have a feeling that after last night the fans will give him some love. He accepted The Rock's challenge, and love or hate Cena (Nick, you're a case in point) you KNOW this match is a big fucking deal. Additionally, he earned Rock's respect and even shook hands with the guy in one of the most epic WWE handshakes of all time.
WWE will put Cena in a few solid feuds from now until Rumble, but once the Road to Wrestlemania begins it will be all about Cena/Rock.