With the worst ratings in 15 years, its obvious. Change is needed, and that can happen overnight. I have no doubt that WWE has this in cold storage, a WMD scenario that has already been broken down into acts. Bet on it: As stupid as WWE have been, they've been discussing this for a while. The recent talk of McMahon looking for the next Cena hints at that. Someone as powerful as Cena influences an entire product. Right now, Cena is cookie cutter. When Cena turns, so will the makeup of WWE, in close reflection. Happened with Hogan. Happened with Austin. It'll happen in the next five years.
A Cena heel turn will destroy all RAW ratings from the last decade.
A scenario such as Cena turning at WrestleMania. For example, hype a family winning VIP ringside tickets to WM. Hype of the lucky winners appearance, young parents bringing kid Cena fans. Have Cena win dirty, beat The Rock to a pulp with a weapon. Have the planted 'family' leave in disgust. The following RAW would see Cena present an explanation. Guaranteed, the quarter hour for this promo would be through the roof. Now granted, WWE would lose merchandise sales with this. But when one window closes, another opens. A heel John Cena, minus the silly Barney clothing, with new edgier persona would inject RAW ratings so much that the advertisement gains in for the new third hour would work towards merchandise loss. Another consideration is to actually use it to boost merchandise sales. All it takes is the right slogan. Guaranteed, if Cena turns heel hardcore fans will start supporting him. WWE may even get him over using this method over a 2-year period.
Its possible something like this could emerge when McMahon is finished with politics. Not an Attitude era. Each new era must be of its own. This could all be done under PG. WCW did it.
And you know what? I, personally, wouldn't dare miss a RAW with a John Cena dressed in black who gets on the mic and starts shitting on being forced to smile at kids week in, week out.
WE GONNA PAHTY UP IN HERE!