It goes back to John Cena ' s push as the top guy . He was popular and well liked , then they gave him the push since he was perfect for the role . But then they fucked it up by stripping him of everything that made him cool in the first place and he became a vanilla babyface . As such , the audience grew tired of him fairly quickly and not even a year later , the boos were so loud that they were impossible to ignore . When they had the chance to turn him heel so he can regain the crowd ' s approval that way , they continued to force him as the controversial champion just because he sells a lot of merchandise . The short term thinking led them to start ignoring the rules of traditional faceheel alignments and now everybody has to fit into their particular vision of face . Once in a while , you get antiheroes who flip from heel to face while maintaining their edge like Orton in 2010 or CM Punk . Or you get a likable plain good guy like Bryan . But oftentimes , WWE ruins it by turning popular heels face and doing a John Cena , which means getting rid of what made them cool in the first place . Or even worse , they try molding them into Cena 2 . 0 like with Reigns . So when you ' re left with no interesting faces , the show also becomes boring and we reach this point where WWE ' s only hope of popping a rating is relying on past stars .