One of my recent consistent criticisms of the WWE has been the fact that lack a long term plan for any aspect of their programming. Since the arrival of Don Callis and Scott D'Amore we have seen a massive change in the creative direction of the company as they have shown a heavy reliance on having longer term plans for top talent specifically which helps keep momentum high and allows there to be a flow between feuds for talent. Also if one person is heavily featured for 6 months to a year it isn't a big deal if they disappear for a little while, because this allows the company to focus on other talent.
From his days in the WWE it was clear that Johnny has always been comfortable as a heel then as baby face, because he comes off as a cookie cutter good guy. But as heel I feel like Johnny comes as a more natural and is a more effective heel. Overall story lines that include crooked referees are always tougher to do because everyone compares it to the "Montreal Screwjob," but comparing this to other crooked ref angles I think they did a great job making this seem different and getting more proper heat on Johnny & Taya as well as making people want to see Brian Cage win the title even more.
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