1. What do we want to seE?

and

2. What makes the best business sense?

And if you think hoarding all the shine for the cash cow is good long term business as opposed to investing the time and effort it takes to build other stars so they can share in that load, you're a terrible business man with no long term vision.

In fact, the best thing they could do right now is have Cena vanish from TV for the next year so they can build some other stars and cash in on his return.

The Rock was short term money, not long term money. It was a hotshot move. Cena is long term money himself, but keeping him on top at the expense of everyone else is terrible long term money because nobody else receives that sort of investment to even have a shot of yielding a solid return. They don't need to be MegaStars, they just need a piece of that spotlight.

It's terribly short sighted and void of even a hint of the imagination, initiative, and creativity that made the Attitude Era what it was and it's the biggest reason the product is stagnant overall.

But hey, GOTTA SELL THESE CENA SHIRTS!!