Agreed both are not needed but also fun. I think this kind of shitalking is fine and spirit of competition is good. From an AEW stan pov = AEW went from pissant company, to t shirt company, to kicking NXT's butt off Wednesdays, to now being acknowledged BY NAME in a WWE made documentary and referred to as the #2 company and their competition. When I look at it that way? It's a compliment.
I don't really mind Hunter putting over his company, just like I don't mind Tony putting his over. Promoters gotta promote