I think they want to really build this as Cena is a complete underdog for his match with the Rock, they are really trying to get people to feel sorry for him and that the guy will not change and will Rise above Hate anyway at his match with the Rock like the Rocky Balboa kind of thing.
I mean, he might even lose to Kane, which will make him more human (way more bland but not too much Super Cena anymore) and will help Kane continue his character as the new and resurrected for a few more months.
This will also help The Rock try to belittle Cena, saying: "you know what? I though you were a great opponent for Wrestlemania but after that, I won't waist my time, the match is off" which will make Cena crawl back to get the match, making his underdog story even more sad.
I know, it sounds like "Same old shit" for some, but I think they are aiming for that, Cena is not turning Heel, not now or maybe not even next year, They need him as a face, even if the have Punk or Mysterio later the need Cena to inspire the kids and people in general.