John Cena remains the main man in the WWE. The man who sells the most merchandise and the man whom the WWE tend to place their trust in when a big storyline or main event is required to boost attendance and figures.
Cena has embraced his role as the biggest baby face in the business and has reaped the benefits that position affords him in the WWE for some time now.
But after a decade of John Cena the hero some WWE fans have begun to question whether it isn't time for the wrestler to undergo a face turn and offer the company something new as a genuine WWE heel.
Rumors that Vince McMahon and co may be giving legitimate thought to the idea have been doing the rounds for several months now and there have been points where the argument put forward started to make sense.
John Cena however, in a new in-depth interview with Variety magazine, seems to have put an end to any talk a heel turn - putting his business head on to expose the issues with the WWE ridding themselves of their biggest positive spokesperson.
"When you do that, everything you said (about turning heel), everything you stand for gets erased. It's a poor business decision," Cena told Variety.
He is right too. As alluded to earlier, Cena dominated the merchandise market - far outselling the rest of the WWE main talent. This is in large part because of his PC friendly, positive image that can be sold to members of every generation.
His endless charity work, headlined by connections to the Make-A-Wish foundation, also rely on his baby face character. They would not work as well if Cena the heel was the main attraction, and would certainly be juxtaposed with his in-ring persona.
And, judging by Vince McMahon's appraisal of Cena it doesn't look like the WWE CEO is about to go against the wishes of his biggest star just yet.
"John's passion for our business along with his charisma, work ethic and integrity have made him a global superstar and role model."