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The official start is when Vince came in and literally said he wanted to see ruthless aggression.
The actual, official unironic end was January 27, 2024 when Vince resigned from WWE in all capacities other than shareholder.
Now maybe, finally we can have storylines in the WWE that do not follow Vince's ethos. But it's taking some time. Recently I've noticed commentary are not praising "ruthless aggression" and the do anything to win kind of behavior as much as before, specifically in regards to Roman Reigns. During the Royal Rumble when Roman won yet again due to interference Corey Graves started in with the "you have to respect" line before Michael Cole cut him off and started condemning the outcome. Roman Reigns is the BAD GUY. He CHEATED. How you win matters again.
