Although Cena's heel turn may cost WWE some younger fans and profits initially, it's necessary for the long-term survival of the company. Again, the ratings boost just from the shock value would be enough to justify it. Though the family-friendly sponsors might be turned off by it, there will still be sponsors nevertheless. WWE doesn't need to make a full shift back towards an adult-oriented product, but they have to recognize that the 5-year-olds they catered to are now 7 years old, and every year in a young child's development is a huge difference from the year before. Kids do, indeed, grow up fast and they'll be bored of Cena's Superman gimmick soon enough -- the adults have certainly grown tired of it already.