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WWE rarely books guys to be mega stars, especially heels.
Bray is a good example of a guy who had momentum, seemed to be gaining a following, and then they crippled him with 'win one lose two' type programs. Its actually the exact same thing they are doing with Owens right now. Both guys will be fine though, because they are both talented.
I think the reasoning is two fold. First, they like to make guys pay dues. I think they always point to what happened with HHH in 96 where they cut him off at the knees for a good year to punish/test him. So if that can happen to HHH, and he can succeed, then everyone should have to do it.
The other problem is you can only push so many guys to the moon at once. Daniel Bryan got the mega push between going into Mania 30, then it was Lesnar and Reigns leading to 31, and now its Rollins. Everyone else has to kinda fall into place until its their time to be handed the ball.
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