It's being reported that there was never any intention on WWE's part for John Cena to bleed during last night's Bragging Rights PPV. Cena was legitimately busted open the hard way, and when it happened, it's being said that Vince McMahon began to panic back stage, and he ordered that Cena be cleaned up immediately which is why the clock was stopped during the bout.
Because of WWE's strict "no-blood" policy due to their TV PG rating, Vince made the decision to have Cena treated during the bout as opposed to after so that WWE could avoid any issues with upset fans. Furthermore, it's being said Cena and Orton were supposed to work a lot more of the match in the crowd than they did, however that idea was nixed during the bout as Vince wanted to avoid a situation where Cena could have possibly bled on a fan. If that were to happen, WWE could have faced serious consequences from the state Athletic Commission which could in turn hurt Linda McMahon's senate campaign.