TKoW

I think heel vs. heel feuds are feuds that many people don't try, but should. They can be very entertaining. I mean, with a feud of this kind, the audience is most likely going to favour one side. But you don't have to turn that superstar face straight away.

e.g. Start a feud between Randy Orton and Mr. Kennedy, who are both heels. They start arguing over who's better. Over the next several weeks, have them each cheat to win. Carry on the feud for a few more weeks (or however long), but still keep both men in character.

It can work.

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And that's the bottom line, WHAT?!