Why the he'll does wwe hate john cena so much?

why the **** is john cena always losing and losing.cant he wrestle?or does the wwe plan for him to lose all these matches.he lost many title opportunities:in wrestle mania 24 when it was a triple threat match(john cena vs randy orton vs HHH),backlash(john cena vs JBL vs randy orton vs HHH)and innight of champion(John Cena vs HHH)and the match for qualifing for the wwe heavyweight championship(John Cena vs Kane vsJBL vs Batista..i mean c'mon.when will he win a mach and leave this stupid losing streak?