#2. To make the rivalry as personal as possible

One of the things that WWE often lacks is a rivalry that feels personal. While one could argue that the Bobby Lashley-Rusev feud over Lana was "personal", the execution and character work and worlds apart.
It's not often that we get to see a rivalry in WWE that feels so personal but thanks to their history from 13-14 years ago as Rated-RKO, they already had a base to build their story on.
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Orton's heel turn and incredible character-work have only done more to make it personal and he must be given credit for that. Adding Beth Phoenix was always going to be a major fuel for the storyline and after Orton's great promo and Phoenix's tears, the RKO made it that much more brutal.
It added a personal element to the rivalry and as of now, it seems to be the only WrestleMania feud that genuinely feels heated and personal. It's always good to have that kind of a rivalry and we hope it pays off well.