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Every Adam Cole interaction reinforces to me he is the "Devil". Hes failed to beat MJF twice, he keeps watching him overcome obstacle after obstacle and hes the devil plotting and scheming to weaken MJF or get the belt off of him. Watching the match vs. Jay white it felt like Cole was trying to have MJF take silly risks. Calling for the dive, the interaction with the ring and White. On Dynamite MJF goes to duck Joe and Cole wants him to take on Joe because its the right thing to do etc.
If it plays out this way I think Cole has done an excellent job of being MJFs friend while trying to not be to obvious in his manipulation. It should make him a solid heel reaction when the trigger is pulled as people are really behind MJF.
All of these other people out to get MJF sets up a great arc for him as well. He loses his belt but everyone after him still comes after him and Cole goes off to other challengers while MJF works a redemption arc and wins the belt as a face in the future
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