Multiple? This is the second. You make it sound like he's been feuding with Cena forever before that. Before his feud with Cena and the pipebomb promo last year he was jobbing to all the faces (Taker, Show, Rey, Orton etc) while staying consistently over enough to make his ascension to upper mid card/main eventer much more easier.
And as for "you can't try to create" any more ... have you seen Orton or Cena's pushes for the last decade?
You can't create new stars if you keep telling the audience the current top guy is always gonna be your priority and that people from the previous era is much better, no matter how many titles you slap on them. (refer to Swagger for his WHC win, Del Rio for his RR, MITB and WWE title wins, etc)
But you already knew all this though ... but in case you really lost, breh ... I'm just tryna getchu' to see the large picture.