People always talk about WWE's reluctance to turn Cena based on merch sales, but has anyone ever thought that maybe Cena doesn't want to lose that income? WWE contracts in 2010 include a big chunk of merch sales (and that's coming straight from the mouth of an Ex-WWE Guy to my ear) and smaller downsides (with PPV bonuses and a PO for every house show to try and make up for those who don't move merch). Cena already works most house shows and all PPVs, so its not like he can just up his house show numbers for more POs, maybe he doesn't want to take the pay cut.

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