To a big degree, in this second year so far has really taken the matches already put on those PPV's and just restructured them in a way that makes the Edge/Cena feud a better seller and developing both guys character's and positions at the top of the card.
After Summerslam, Vince becomes less biased, and straight away on Raw, Edge orders a contract signing with Cena at the end of the night for a match at Unforgiven. Edge basically says that he's sick of facing Cena or Cena interfering in his business. But, he wants to face Cena one more time in his own backyard, in his own speciality match. A TLC match!
Cena agrees to the match, but Edge also wants the stipulation put in. If Cena doesn't win at Unforgiven, as long as Edge is champion, Cena can never be in the same ring as him, ever, or he's fired. That means in both inside and outside matches. Cena agrees because Vince says if he doesn't agree, then Cena will never get a shot at the WWE Championship again.
Over the next few weeks, there is no contact between the two men. There are also videos of Cena training for this type of match by showing him in a warehouse trying out ways use tables, chairs and ladders as innovative weapons and in being able to climb the ladder fast.
One match in the build-up is made where Cena must beat five guys (chosen by Edge), in a five-on-one match where if Cena wins, Lita will be placed in a cage at ringside, so there is no way she can interfere. If he loses, then Lita is made the special guest referee. Cena wins this match.
At Unforgiven, John Cena doesn't win the title.
There would be a few good spots for both men placed in this match, one especially where Cena goes to FU Edge off the top of the ladder! But this also causes Cena to fall to the ground.
Cena gets to his feet first, but gets distracted by Lita in the cage shouting abuse at him. Edge from behind spears him into the cage and takes something from LIta. Lita passes Edge a pair of handcuffs, which he uses to chain Cena to the ropes.
Edge then grabs the keys to the cage at ringside and releases Lita, and they spend the next five minutes beating down Cena, first by kicking him, then punching him, then Lita slaps the crap out of him and then with a chair. But each time, Cena tries to get back to his feet, and he's bleeding from his forehead.
Cena doesn't quit and when Edge eventually goes to get the title, Cena tries to get in ring slowly and stop him. Lita kicks and beats him up, but he doesn't give up. Not until Edge grabs the belt.
This whole beatdown is build Cena again as a man who never quits and get more hardcore fans to respect the beatings he takes, thus adding more to his character.
And while some people may say that the way Cena has lose these matches against Edge aren't excatly clean, remember that I am trying to build Edge as a big time heel, and what do heels do best to get heat?