#2 John Cena's heel turn

Through all of the years of duelling 'Let's go Cena!' and 'Cena sucks!' chants, and the vociferous booing that he's been subjected to, this week was probably the first time John Cena addressed his heel turn so openly.
Not only did he break kayfabe in doing it, he even broke down the way that he's been perceived by the audience pretty realistically.
Breaking Vince Russo and Jim Cornette update HERE.
While it was certainly unexpected for the Leader of the Cenation to do that, all it did was reveal the fact that the WWE has known all along that many fans wanted him to turn heel, and yet never pulled the trigger on it.
And whatever the reasons for that may be, it looks highly unlikely that they will be readdressed now, towards the end of John Cena's career.