Re: Randy Orton's gimmick isn't for sell.
All they have to do is throw a button-up dress shirt on Orton & let him do the talk-show rounds. There's no reason why he couldn't represent the company well. This isn't the Orton of 2005 we're talking about. To the best of my knowledge, he hasn't destroyed any hotel rooms or dropped any loads in handbags lately. He's matured. And I'd suspect he has a decent enough sense of humor.
Beyond that, I don't see Cena going heel any time soon anyway. Oh, and by the way, Paul Wight's your best bet for a solid, all-around entertaining guy anyhow. But I doubt that's going to translate into a run as their "number one" babyface.