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They've done stuff like this a lot in the past especially when the wrestler is getting popular without the benefit of the writers or original intention of the WWE. Usually by the time the WWE realizes this, too much time has passed or that golden window of opportunity is gone for the wrestler.
RVD is one I can think of where he was cheered a lot during the Invasion storyline even though he was on the bad side. WWE didn't bother to give him a mega push until years later although RVD ended up being stupid and wasted that opportunity in favor of weed.
Ryder is a recent example and it took the WWE months to figure out people really wanted to see him on tv and in a feud against Ziggler for the US title.
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