WWE decides to invest their entire future on John Cena. Merchandising, promotion and outside appearances. People are tired of him. Yet they can’t get away from him. He is made the same way Superman is done, indestructible “plot armour” and you know no matter how tough his current opponent is, he is going to win anyway. There is only so much you can do with that kind of character and they have done it all. He is pretty much a character that the company wants to make popular, not because the fans wanted them to be.
Then we have the WWE chairman and CEO Vince McMahon, or the currently the most unmotivated old man in the world that still want to micromanage every single aspect of his product. Someone who used to be considered a genius ruined the WWE itself with his own hands. He is notorious for rewriting a script sometimes at the last minute. Then John Cena comes racking in the money, so MacMahon being old, stubborn and lacking of competition makes John Cena the centerpiece of all the products, then keeps all the unpopular characters on the show just because McMahon likes it.
So why does everyone hate John Cena? There you have it, bull-headed, arrogant and outdated CEO and chairman working past his time of glory, who doesn’t want to let go of his reign, only doing what he thinks are right, which, unfortunately, isn’t, then making the character so popular, now hated to the core by the hardcore fans.