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At this point, anyone who lets themselves become Kevin's friend in kayfabe is a fucking idiot. He has stated since day one he's in WWE to provide for his family and him murdering Sami in NXT on his first night showed he meant it by any means necessary. Business is business and if he has to stab his loved ones in the back to give his wife and child the future they deserve, he doesn't see a problem with that. He's been heel and face back and forth over the last ten years but the character is 100% consistent, sometimes he just needs to remind himself that being nice gets him nowhere. If he's not gonna win the big one, he might as well drop the nice guy act, right?
