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They were rougher around the edges than most of the WWE stuff at the time and less "Dumb" They brought some anger and violence. The promos also didn't seem very scripted.
I was hoping this was the first sign WWE was moving in a new direction, as I had been critical for some time. About 10 years is usually what WWE runs an "Era" for. Realized after a while I was wrong. That took almost 10 more years and Vince being removed.
2012/13 Sheild stuff is actually re-watchable.