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Austin vs Rock.
Always liked how that feud started off in the midcard and then built up to the point that once both guys were main eventers, the bad blood between the two was well established.
Developed naturally as a mega feud and not something constantly force feed to the audience to accept like Orton-Cena. Also didn't suffer from all the established stuff being dropped on a whim as if nothing ever happened like with Henry-Rusev and other feuds in recent years.
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