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Dolph Ziggler is very good at what he does. The problem is, the heel antics and cockiness are only a facet of what a good heel is going to do. They need to turn him into more of an asshole than he is. He needs to do some shady heel shit, and possibly become aligned with Johnny Ace.
Mirror something like Rock was for the corporation and it'd get him over huge, while turning him into a bigger asshole. Just might not be time yet.
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