Man I disagree with that entirely. The end for pro wrestling is to create a compelling product. It's not about "building stars" just for the sake of building stars. The reason Sting should've beaten the nWo is not to put Sting over-- the dude was already as over as he needed to be-- it's because the nWo had run its course as a storyline and something new had to happen for the storylines to not become stale.
If you create good storylines everyone in the company gets bigger reactions just because the fans are more into it. It's why in the attitude era random midcard guys like Val Venis were getting bigger reactions than like 85% of the roster gets now.
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I tried to have a fierce rivalry with SuperNiceDog, but he made me look worse than a GameFAQs Contest!