Just look at what Cody has done in AEW. Match wise he's been the heel in all of the except the match against the Young Bucks. But even then the Bucks are typically faces to this crowd. All the while Cody has put off a sympathetic tone in his promos. Resulted in the best match in forever against his brother. It's a more realistic dynamic that really good about this company in my opinion. Emotion is the real kicker and you can't really get emotion with black and white characters.
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