The mere fact they signed The Rock to such a massive deal and are building (or will build) towards Rock v Cena essentially tells you that:

1) The casual fan has basically given up watching WWE altogether

2) Cena has faced and beaten every fucking major star in WWE (except Undertaker) in the last 4 years

3) WWE can't sell Cena vs anyone else (except Undertaker) to the masses because it's been done before too often

Which begs the question: Why Rock and not Undertaker?