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Not to mention that when you look at certain feuds, like Bret vs HBK, Rock vs Austin, Rock vs HHH, the matches they put on for the IC title often seem to outshine the World Title matchs. Probably because they had to work harder and be more impressive to ensure that they were noticed.
The brand extension IMO went a long way towards devaluing the IC title. Once you had a pair of World Titles on your hands, suddenly getting the IC belt onto a PPV was suddenly far less important in the overall scheme. And the fact that the title itself was inactive for over half a year didn't help either.
Though it did lead to one of Austin's best lines ever: "While I was away, some jackass abolished the Intercontinental Title!"
Truer words never spoken. At least in regards to this strap.
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