I've been lurking these fourms for quite a while now, and one thing that kept comming up during the weekly turn John Cena heel topic of the week was that it would be disastrous for merch sales. This never made much sense to me. If heels couldn't sell merch, why would they even bother making it for them? Is it only for Cena that this is a common opinion or something? If so, I still have to question why. I mean this theory hasn't even been tested before has it?