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Top talent in the company still receive a substantially higher pay off from live events and merchandise. John Cena for example, earns somewhere north of 40 percent of his merchandise sales, while mid-card stars, who are still top-five/ten merchandise draws such as Zack Ryder, receive south of 10 percent of his merchandise sales. Santino Marella sells a lot of merchandise as well and also makes very little from sales. Ryder and Marella also aren’t getting any income from their popular YouTube.com shows.
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This is why Cena does not want to turn.