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I wouldn't say it's the only problem. The Rock could get away with it, because who The Rock was really promoting was himself. They knew that he would be the draw. As a cocky heel, you wanted to see his smug ass get handed to him, and it built. Makes no sense for a babyface to do it, other than The Rock, because he was the reason people were tuning in to see him. But even then, his insult comedy really didn't bury his opponents. He was just like "I'm going to kick you ass, and I don't like your *insert physical characteristic here*"
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