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I think that what WWE needs to do is to stop following a formula. Every match is too predictable. TPWW's own tipsters league is proof of that. To bring back a bit of realism to the show, I don't think there should be any rules on how long a title reign can last. Now I'm possibly biased due to thinking that of all the people in WWE, Orton would be my last choice as champion. Whilst he plays his character well and is undoubtably a good heel. He's not championship material. Look at all the things he has done in WWE to get himself in shit. Now RVD (whilst I'm a mark for him) wasn't the best choice either for the same reason.
I would argue BDC that any length of title reign is permissable under certain circumstances. For example... Mr Kennedy and a returning Jericho feud over the IC title, Kennedy playing the heel, cheating to win, using diversionary tactics (get another of Jericho's nemesis' to come out and distract him etc), whilst Jericho plays the face but every so often cheating to win too. If they booked it right, Jericho could be just as devious, trying to win but the fans don't care that Jericho'ss cheating, just as long as he's ripping into Kennedy. The IC title could switch on a weekly basis back and forth and it would still look credible. To keep things interesting, both could be put into singles matches against others every so often where both men win their respective matches. Then at one point one of them (don't care who) gets the WWE chamionship and their rivalry continues, eventually culminating at a Wrestlemania (or SSlam / RRumble) when they have switched the WWE title back and forth between them over a few months and its to decide once and for all who is the better man.
All in all its a fued which is so intense that by the time its over they have deimated everyone that stood in their way. The title could switch hands weekly or bi weekly and as long as the fued is intense enough, it would be believeable. It would make a nice change to be saying "I wish they would make their mind up who they want as champ" rather than just waiting for the current champ to finally lose the belt.
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