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Dave has actually talked about his rating and it's a two part system of his subjective opinion and what he thinks are objective factors but are also completely subjective.
One of these "objective factors" is effort. So if guys do a bunch of moves that weighs heavily on his ratings cause it took a lot of effort. But stuff like great selling that generates sympathy or reacting to the crowd on the spot to dictate the flow of your match Dave has subjectively decided are not "effort".
