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Plus, Swagger had been a heel forever, literally. It was clear he was never going to achieve anything as a heel anyway, why not try something different? In the worst case scenario he'll be jobbing in the midcard like he already used to do.
OK, I was wrong there. Face Zeb can be good as long as WWE doesn't ruin him as they normally do with babyfaces, in which case it would indeed be terrible, but I think he writes his own stuff so it's fine.
Face Zeb would be terrible. Swagger I really don't care much about so I'd be fine either way but Zeb should remain a heel. Heel vs heel could work, I suppose. Although if this happened I'm sure Rusev would just destroy him anyway so there's no point.