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Remember when The Rock came back and stood toe to toe to Cena and he made Cena look small? Cena does look like a champ but these stars from yesteryear were stars, guys today not so nuch. I think a big part of it is also charisma and understanding how to sell. Guys showing emotion and intensity helps the believability as well. Watch the Rocks facial expressions when he wresltes, watch Stone Cold, HHH, Goldberg, Lesner. These guys looked pissed off and are there for a fight. I think thats one reason why Cena and Reigns had a hard time connecting, it doesn't seem sincere.
I actually do buy Owens as a champ. Sure he isn't built great but he is built like that guy who picked on you in highschoool. He acts like that bully who picked on you. He has charisma, he can sell the opponents moveset but can sell his own moves also. He looks smug in the ring, he looks like he is there for a fight, and he does look like he could beat you up, but you want to see him get beat up. Him as a face champ would not work, definitely works as a heel.
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