Extreme Makeover for Cena?

Phillyburbs write Eric Gargiulo discusses the insider info (from PWInsider.com), that John Cena's WWE character will be changing soon. Gargiulo and others speculate that Cena will finally turn heel, and that's it a good thing just as it was for characters like The Rock and Hulk Hogan.

Gargiulo writes:

I don’t think this is a bad thing or any kind of an insult towards Cena. All of wrestling’s biggest superstars tweaked or changed their gimmicks from time to time. Hulk Hogan is the perfect case of a wrestler who found a second lease on life with the N.W.O. The only thing wrong with listening to the fans is when you don’t. The writing has been on this wall for quite a while.

Some are already concluding that this will lead to a heel turn by Cena. Cena hasn’t been a heel in years, but knows the part well. I think this would be a tremendous business move from all involved. Half of the crowd hates him already. Cena won’t have to do much to lose his remaining loyalists. The turn would also open a ton of doors to new feuds for the next few years.

Full article: John Cena to get a WWE makeover by Eric Gargiulo

Will this move hurt merchandise sales that Cena has propelled? Even though Cena is out with injury, fans still support and buy his items. The success of a new Cena really depends on the angle the creative team takes. This may very well be the time to give Cena a Stone-Cold/Rock type transformation. Fans will remember Cena's past heel character, a battle-rapper who insulted his opponents in the ring. He even went as far to cut a promo urinating on Undertaker's grave. Gargiulo also writes that "babyface thugs", which is what Cena's character currently is, never get over with the fans. I'm not sure I full agree as Cryme Tyme aren't exactly heels, but some may call them "thugs".

So will a Cena character change be good or bad for the brand? Does it matter at this point? Feel free to leave your thoughts on Cena below.