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He was Tony's last "big hype" guy that he'll ever sign. He was their last hope
Will was immediately over and white hot. He should have won the strap and ALL IN and the promotion should have been built around him as the babyface going forward.
Instead, Tony was unable to give him the proper creative direction and promotion. He 50/50ed him, and turned him into just another guy. It's same thing he did to Kenny and everyone else.
Tony fumbled like he always does. That's why AEW is where it is.