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Look is important but perception is more important.
You can even apply this to a shoot. Look at Frank Mir. If you saw him on the street and didn't know who he is, you're not going to automatically assume he could kick your ass. But if you've seen any of his fights you'd know he'd kick your ass in a heartbeat.
I just chose Frank Mir because he's the first one that popped into my head, but this works with a lot of MMA guys. Not all of them are Brock Lesnars and yet they could snap someone like Batista in half.
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