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His biggest problem is his look, he isn't the type who will attract an outsider in first sight, while roman has that look, charm and presence.

The sad reality is...No matter how over ambrose gets....his look will always cause trouble for him like christian.
 

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Just a few things to add since I feel like some of the points in here are being oversimplified:

1.) Booking and "having talent" play off of each, but everyone's situation is different.

Being booked strongly--whatever that means to any of us--doesn't mean that you're going to get over and stay JUST because it's happening (any number of superstars they have been fed to Cena).

Being booked as "weak" doesn't mean that you're character won't connect with the audience on some level (Bryan).

Meanwhile, having plenty of talent can sometimes transcend whatever box the WWE tries to put you in (Punk)

And sometimes all you're deity-given talent doesn't mean sh*t because as long as you're booked like a clown you're making lemonade out of lemons in the undercard (Sandow).

But the ideal situation is that the booking meets the talent halfway. The WWE should do well by the talent and put them in situations to succeed as characters and performers, but they can only do so much.
WWE Creative can draw up the end of a match and the points of a promo, but only the wrestlers themselves can go out there and sell themselves to the audience, put on the matches and deliver those promos.

Some superstars are just better at meeting the booking, good or bad, halfway because of their talent, experience, etc. IMO. this is what's happening with Dean Ambrose and Roman Reigns right now.
We could argue day and night about who "deserves" a bigger push, or who's "more over" and who's booking is actually "stronger" because of their characters or whatever but if you switched their positions for the past 4 months that doesn't change the fact Ambrose is a better overall performer than Reigns right now.

He's more capable of meeting the booking he gets, whether it's great or god-awful, halfway than Reigns no matter what either of them are doing. That doesn't mean Reigns won't improve in these areas (because he probably will become a better talker and in-ring performer down the line), but what Ambrose is bringing to the table talent-wise, along with his booking, has made him a more compelling character since the Shield break-up between the two of them.

2.) Wins and losses still matter.

Who is allowed to gain a clean pinfall (or not) over someone else STILL matters, even in "Reality Era" 2014.
You want to know why this matters? Because this is still how the WWE demonstrates who THEY value as a performer over someone else.
This might not matter to us, as the WWE Universe or smarks or whatever. We may like whoever who like despite their wins and loses, but the WWE itself is still in the business of selling us winners and losers to love or hate.

The aura surrounding Brock Lesnar right now is based upon how he pinned the Undertaker at Wrestlemania when no one else had done it before.
The major task for Cena right now, and probably someone down the line is to gain a clean pinfall on Brock in reference to the legacy of "beating the unbeatable"--this was the Undertaker before, now it's Lesnar.

So no matter how cool the WWE has allowed Ambrose to look in the past couple of days or months (and it's been entertaining for sure), when they DON'T let him gain clean victories over his opponents, in comparison to Reigns, that's not an accident--that's a signal.
And noticing it isn't "being negative", it's just paying attention.
 

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Quite Simply, Ambrose has the IT factor and more often than not eventually it will shine through. Anyone who thinks he isn't being strongly booked is wrong, he's closed Raw in being written off TV and then returned and opened as well as closing the show in his first night back on TV.
 

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His biggest problem is his look, he isn't the type who will attract an outsider in first sight, while roman has that look, charm and presence.

The sad reality is...No matter how over ambrose gets....his look will always cause trouble for him like christian.
Ambrose wins Reigns with 'charm and presence'. Also Ambrose seems to have quite a big female fan club so his look isn't too bad.
 
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