According to The Wrestling Observer, the current John Cena vs Seth Rollins feud is expected to be longterm, as Cena vs Rollins is being advertised to headline WWE live events through the month of September.

WWE also plans to continue producing “anti-John Cena” merchandise for Seth Rollins, and as seen on Raw this week Rollins debuted a shirt which read “Never Shut Up.” The other t-shirt reads “You Can’t See Knee”, referring to the knee strike from Rollins which broke Cena’s nose on Raw.

WWE has announced John Cena vs Seth Rollins in a “winner take all” match for this year’s SummerSlam PPV taking place on 8/23.

"Never Shut Up" sounds like both a poke at the "Never Give Up" quote and the Special John Cena Segment on Botchamania

I'm sure it is.

Going all in on Seth Rollins as an anti-hero babyface would be more effective IF HE WASN'T BOOKED TO LOOK LIKE A BITCH SINCE JANUARY YOU FUCKING MORONS.