I didn't mean turn heel, I mean more just like they revolve an entire show around his decision. Fans might boo it, but they don't care because "nobody evokes as much of a reaction out of the WWE universe as John Cena!"
But as I mentioned before, would've been nice if they treated brand extension like sports. Everyone has contracts, trades can happen, contract negotiations can happen and so on. So one show we could hear" Smack down has agreed to a 2 year deal with AJ Styles. " And another week if Owens deal is coming up, have negotiations talks on tv where he re-signs only if he gets a title match at next ppv. Smaller moves like SD keeping Mojo or something gets announced on social media/WWE network.