Do you think Austin’s failed heel turn has jaded Vince to turning his top star heel? I know Cena sells tons of stuff and does a lot of great PR stuff, but flushing money away has never really stopped Vince before (see Ryder, Zack and Cesaro). Vince’s logic could be what happens if it doesn’t work, then what?
I’m pretty sure that it’s more the "sells tons of stuff and does a lot of great PR" aspect that the advertisers and shareholders he’s beholden to are more concerned about. That’s why they’re so desperate to create Cena 2.0 with Roman Reigns. And hey, if he can single-handedly fight off a dozen ISIS bombers tonight by himself, that’s a good first step.