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Like even with Zelina, sure they tried to give her the "royalty" gimmick but it was half-assed. You can't just put a crown and dress them up in some pompous gear and expect people to hate them.
Only person I think it "did" anyone in 2000's, 2010's or 2020's is probably Booker. I really think that's the only time it actually ever does something for someone is when a heel wins it and they go neck-deep into the "king" gimmick.