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The amazing thing about booking is though, no matter how great the storyline, the payoff has to be great for the angle to be worth a damn.
Look at that very same Sting example you gave. Sting was over as hell, the hottest act in WCW, and booked fantastically...but the way they finally did his match with Hogan, it killed almost all of the gains he had built over the past year.
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