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I get the point about tweeners, but slow-burn face turns can work. Cesaro would have still been a heel. He would be beating up mainly good guys and aligned with a well known rat in Heyman. But he was getting over and people wanted to cheer him. The Swing at least got kids into his matches and such. As a "cool heel," Cesaro could have been that gate-way for kids who grow out of enjoying the John Cena/Kofi Kingston style face into becoming life-long fans of the bad guys. Cesaro could have been this generation's Roddy Piper or Mr. Perfect in role.
Everything with him just seems...odd now.
How hard would it have been to have Cesaro vs. Swagger at Extreme Rules, with Paul Heyman and Zeb Colter in their charges' corners respectively. Cesaro would have won cleanly and Heyman would rant about how Cesaro just proved he was the better Real American and is destined for the World Title picture. Then at Payback, Cesaro vs. Sheamus without the US Title being involved (Sheamus' US Title win was odd too, in my opinion), with Cesaro being the bad guy, but probably getting cheered in Chicago. Cesaro would have won that match cleanly too, and begun mounting credibility as a tough heel.
Money in the Bank could have seen Cesaro play essentially the role he played, but would have been his first PPV loss since aligning with Heyman. Something like this could have brought out the dark side in Cesaro, and he'd be heading towards a singles match at Battleground now, which he would have won in decisive fashion.
It just feels like his build has been rather stop-start.
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