Cena isn't Hogan and he definitely isn't Bruno. Wrestling booking has changed in the last few decades. Yes, there are common basics, but sometimes a heel needs to go over definitively in the feud. Cena is the ace, sure, but it's not the same way as it once was. Cena could have survived a loss here (he just won as I type this, and it's fine, but I don't think preferable). For one, the WWE seems interested in actively pushing someone new as the ace, apparently Reigns. For two, he's always been willing to put people over and the WWE knows they can put people over him because he is as made as made can be in this day and age. Listen to the dead silence of the crowd, by the way.