For the longest time, John Cena has been untouchable at the top of the WWE totem pole.
To be fair, it's for a variety of reasons that go far beyond his in-ring ability and the fact that he's a 16-time world champion.
The WWE has refused to turn Cena heel since his last run as a bad guy early on in his WWE tenure back in 2004.
His charity work, fronted by granted the most wishes in the Make a Wish foundation's history, has kept him the perennial good guy for the company and his bright merchandise has always done well.
Ever since his ascension to the top of the card back in 2005, kids have gravitated to his merchandise and being such a big seller has been a big reason the company has invested so heavily in him.
CM Punk, Daniel Bryan and the New Day have rivalled him down the years, but now that he has become a part-time talent taking a lot more film and TV work, there is a brand new top four.
According to @ProWrestlingMag, AJ Styles, The Usos, Elias and Braun Strowman are the four top sellers on WWEshop.com right now.
If you go on the website, that story checks out. However, Rusev's 'Rusev Day' has also sky-rocketed up the list.
It shows a shift in the WWE audience and, if WWE's track record is anything to go by, surely they will listen to the numbers and see who the fans are enjoying.
Of course, there is a correlation between the actual designs of the shirts just being cool and fans buying them for that reason - there's a fair chance kids naturally gravitated towards the New Day's stuff because of that reason - but mostly, it's in support of those superstars.
Strowman is ready to break out as a top star, AJ Styles is probably the best wrestler in the company, Elias is one of the fastest growing stars in the industry and The Usos are tag team royalty at this point.
Factor in Rusev's sudden popularity and you can see how the fans are doing their talking - through their wallets.
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