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I'd hardly say that WWE has "fucked up" with Shelton. He hasn't been used to his full potential, but he's hardly ruined. When (if) they want to give him a serious push, it'll be accepted by marks, who accept anything, and even more in-the-know fans who have always known what he's capable of. Honestly I think that having underused him may be a good thing for the longevity of his career; if they'd continued with his bland face IC push, he'd have gotten really stale, and if he'd been pushed into a main event he'd have ended up being totally buried. A good, solid, long-term mid-card slot isn't always a bad thing, just ask JBL and Jeff Hardy.
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