Cena doesn't need a heel turn

In my view, he is already heel. All this fued with the Rock has just solidified that for me. Previously, he would insult Vickie Guerrero and call her fat and throw around those jokes, crowd loved it because we hated Vickie. Calls Eve hoeski, AJ names, Lita, basically treats all the females like shit. But as soon as someone cracks a joke on him, instantly its not funny, a lame attempt, etc because its not him doing it.
With the fued with the Rock, he has continually said how he has to win, he won't accept a loss, all this other crap. Fair enough, beating the Rock is a huge thing, but how he continually says he knows he can beat Rock and even going as far as making excuses for losing to Rock last year, it just doesn't seem very 'face like' to me.

And we know on Raw Cena will come out all smiles and happy and give that speech and rally everyone up again.

He's heel bc he makes some insulting jokes?

Chris Jericho was the most insulting guy on the planet to Stephanie McMahon years ago, but he wasn't the least bit heel.

But Chris Jericho didn't go around smacking morals and respect in peoples faces. Cena goes around saying how "its insulting to the fans to speak like that..." "talks about respect, all that". But my biggest gripe is how he is basically a sore loser over his loss to Rock, he even was to CM Punk as well. The face of the company shouldn't be a sore loser, not setting a good image to the kids he represents.

Well he does have his heel moments he was totally a full heel in the match last night.

Oh no, the biggest face in the company...whos won a world title 10 times in his career (now 11 time)...multiple time tag team champion, US champion....is all of a sudden a sore loser and a heel because he talked about a loss to the Rock?