The_Rob posted:

It's more about the opponent not getting their heat back. It's always the problem with Cena. He gets fed the monster of the week beats them and then they fly back down to the mid card. Instead of building a real rivalry where the heel keeps getting one over on the face. That way when they do the blowoff match we want to see the face win. It's booking 101. But we have seen before that WWE doesn't know how to tell the most basic stories.