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It used to be that the feud would end once the babyface won the title. But now in the land of guaranteed rematch clauses, you're always going to get the heel demanding their rematch only to chicken out of having it that night. So the feud arbitrarily carries on another month even though the big moment people wanted to see already happened.
It's reached the point where it feels like a plot hole if somebody DOESN'T get a rematch.
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