I agree. His earlier success was based a bit more on spectacle IMO, and so it was so easy for them to book him. Since then, Wright has achieved more "celebrity" than he had in the 90's, and I think that may have something to do with more current booking.
The problem with the monster heel turn concept now for him is it's finally approached the "been there, done that" zone. There was a thread earlier in the week about how many face/heel turns he's gone through since coming to the WWE; it's been over twenty.
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