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With JR, it's a thing of the shtick becoming stale, and him not wanting to believe it. I think he's more at fault for what's going on with him than what is going on with Cole and Tazz. I think that latter pair's fault is more with the gimmick they are trying to push with not only the Book, but all of the SmackDown show (defending and boasting their brand every chance they get, why McMahon thinks that's going to make anything better is beyond me), which, in turn with Tazz's NOT WORKING heel announcing (Tazz's 2003 commentary was some of the best I've heard in a while. Why did they fix something that wasn't broken?), leads to some rather ugly sidetracking.
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