You know... I think WWE has full potential to make Cena the most interesting character they have and they so could have gone down this point after his feud with Edge. If you really want him to be like Hogan today, give him some heels that would have fit in perfectly during the Attitude era. It's real simple. They're angry that Cena's brand of non-conformity doesn't fit in line with theirs, and his is a much more friendly image... even though he's being himself. He just needs guys who wanna make his life a living hell in a Jake Roberts fashion, and they've almost gotten that down perfectly during his feuds with Edge and Orton.
I know it's a fresh idea, but it's one that shouldn't be hard to write out... ah, who am I kidding? This writing team would take something as easy as this and completely botch it missing the whole point by a mile.