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The belief that after seeing the hero win time after time, one will begin to cheer for the villain in an effort to see something new.

a.k.a the "John Cena Theory".
Cena Fan: Why do you hate John Cena?

Anti-Cena Fan: We're sick of him winning all the time. He's boring!!!!

Cena Fan: Oh, the "Superman Theory" is true, then
by KC Rodgers July 30, 2013
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