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Ambrose's draw was always his promo work, which even he admits has been neutered by the terrible scripts he's given since he was called up. He seems unmotivated in his work, his ring attire looks like he makes no effort. Maybe having that creativity taken away from him has made him lazy. Maybe he's just an average worker once you strip away his indy persona.
His feud with Regal in FCW was pretty good, probably the best thing he's done as a singles guy under the WWE banner.
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