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They could have more matches involving the case being on the line or even have a case vs lower title (IC or US) match.
The case vs title match could at least allow the MitB holder a quick boost for a push and then build on that until he's ready to cash in or allow a switch to occur if the current holder isn't ready or "worthy" of a title reign push.
If the WWE wants a MitB holder to lose when he cashes in, it could only work on an overtly cocky heel who has a huge ego and ends up getting caught in a quick roll-up pin for the lose.
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