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Champion vs champion (no titles on the line, though)
It would be more of a "I, and by extension the show I am on, am better than you, and by extension the show you are on".
There could be huge build up for this if the WWE started giving out free Raw and Smackdown shirts with ticket purchases all the way up to WM 21. They could give Raw shirts at Raw events and Smackdown Shirts at Smackdown events and both at cross brand PPVs. Then at WM 21 you could have the "Raw" fans (in red) cheering for Orton and the "Smackdown" fans (in blue) cheering for Cena.
I say the best way to hype a math is to get the fans to decide. They should plan it out so that they have 2 possible finishes, and one of the 2 will win based on who's getting more pops during the match itself.
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