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It certainly can and in some instances it does (see Cody/Seth for example). You can also go too far the other way (see AEW promoting Dante Martin vs Rey Fenix meeting for the first time as a “Dream Match”).
It’s also fine if you’re not looking to payoff the rivalry at a big show, and with the current model for WWE they don’t even really need to try and build an A1 card for every big show.
The question in this instance would be, “what story has been driven forward in the 3 months New Day have been feuding with the Bruise Buddies?”. At some point you have to start heading to the finish line.
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