Partial Source: The Wrestling Observer
Since there are two credible superstars as WWE and World Champion, the idea in WWE is that they will be equal to each other. For years the WWE Championship has been the top belt in the company. From now on, though, the World Heavyweight Championship will be consider on the same level as the WWE Championship.
Also, Cena and Orton are both expected to be champion all the way up until Elimination Chamber PPV in February.