Cena stated the main reason why he hasn't turned heel in years is mainly because of his kids fanbase and not wanting to see them upset. Came from a recent interview he had with Sports Illustrated.
Quote:
So many people have asked you to turn heel. You just visited children at a Make-A-Wish luncheon in Orlando during WrestleMania weekend and the children were ecstatic to see you. Does that provide you with more justification to remain your current character?
"I don't think everyone wants me to turn. There is a group of people that don't like what they see, but the most important message I send is you can't please everybody, never be ashamed to be who you are, and know that what you do affects people. I look at it as a way to provide hope for families that don't go through what we consider a normal day by providing a smile and happiness. I look at WWE as a vehicle to provide an escape and happiness. That's why I'm here every year, I believe in what we do."
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http://www.wrestlinginc.com/wi/news/...-turning-heel/