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Cesaro was in line for a push but they then decided they wanted to go full force with establishing Reigns. They put Cesaro with Heyman to kill his face push, then slowly had him lose, a lot. The heat went away, the risk of a face turn averted, so they moved Heyman away from Cesaro with very little fanfare. Heyman was basically a tactic to dampen the fire of Cesaro.
That they couldn't slowly promote Cesaro while simultaneously strapping a rocket to Reigns is indicative of WWE's approach to building talent.
I guess they think they can just turn the heat up for Cesaro whenever they like, rather than striking when the proverbial iron is hot.
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