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If they give him a good build up, develop his character and give people a reason to want to see his match or maybe even want him to win it then there's no reason to hold off giving him the belt. If you build him him and make him look like he can't get the job done you've practically turned him into Bobby Roode. If you don't build him up at all why is he in the match in the first place? Then we're just left with a midcard heel who somehow miraculously became a household name because he lost a match nobody gave a shit about.
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