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#2 Completely demolishing the 'Rusev Day' momentum
While SmackDown Live is widely regarded as the 'land of opportunity', WWE's negligence of Rusev's momentum is easily one of the most disappointing aspects of 2018.
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As great the Bulgarian Brute truly is between the ropes, he instantly became popular with the Rusev Day moniker that led legions of WWE fans to support him.
Considering that Aiden English's bond with Rusev played an influential role in elevating the entire gimmick, the company never completely understood what they could have achieved with his momentum.
Catapulting a star who's organically loved could have turned the former U.S. Champion into one of the biggest things in all the WWE today.
However, the creative team disrupted the entire moniker and dropped the ball with him several times to let the world know that his day might never come.
