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A lot of the IWC "knows" how the way things "should" be booked. Look I can tell you, growing up veterans pretty much always went over, and I don't see why that should really change unless there is a specific reason...
Why hurt John Cena? He's the biggest draw you've got, you can still get Cena and Rusev over with a Rusev loss, or vice versa... the bottom line is that Cena is going to main event more than Rusev likely ever will so in that situation the right guy won.
I think that from the WM Card the biggest example of your question is the Battle Royal. And while I wanted Hideo Itami to go over and get a big victory... Big Show really needed the credibility. He's going to wrestle a top babyface on Raw every week, and sold as a "huge threat" to whomever he is up against, so giving him that credibility was fresh for me. He's a guy who should only get beat to put someone over, a lesser version of Brock. Hell even when Andre could barely walk he'd only do jobs for top top guys.
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