As for Rusev there was time when they had the opportunity to give him a spot as top heel and face, but didn't follow through with it either occasion. Upon his arrival on the main roster Rusev was one of the top heels in the company and had all the momentum in the world then enter his lackluster feud with Cena, and poof it disappeared. Fast forward to the debut of Rusev Day and suddenly Rusev has become the hottest face in WWE and he has another chance to be a top star, but the company kills it for whatever reason. Now after slowly building this long arch and building sympathy for Rusev after he spent weeks being embarrassed by Lana & Lashley things finally started to change.
Overall this is how a proper long term feud is built starts slow and then adds a reason to hate someone and sympathize with someone else then you're off from there. Even though this feud has it's critics and I'm still unsure about it, but I can put that aside in favor of some long term booking from WWE for once with Rusev & Lashley both bound to benefit from this feud in the long term. I just hope they know when to call it a day and move forward and then have some new planned for both guys after this feud has ran it's course.
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