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Lesnar (and maybe Rampage) are the only characters they are marketing, most of the other guys they market are great fighters with personalities ( you know, something that people tend to have).
Some of the guys that were in Pride did pro wrestling for money not because they wanted to market themselves at characters. Sakuraba was one of the few that came from pro wrestling to "shoot-fighting" and he still wasnt a character, just a great fighter.
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