I think people were getting sick of seeing faces as champs! Both Cena & Batista held the belts for nearly a year,and its just so much more fun when a heel holds the belt!
The thing with Edge is that he,at the moment,is a perfect heel & the fans love to hate the fact he is champ. People will tune in hopes that they see him lose the belt to someone,but secretly dont want him to lose,as thats when it starts getting boring! Also,the fact Edge is a first timer pushed things up,just like the initial spurt when Benoit,Eddie,Cena & Batista first won the title!
This way they have also made Edge look weak as it looks like the only way he can win the title was by attacking a weakened Cena,as he was unable to successfully defend it only a few weeks later!
