The role of a heel has always been pivotal to the WWE.
Without a man to defeat, an enemy to overcome, and a wrester for fans to despise, some of the biggest stars that have graced the organization in recent decades would have had nothing to be compared to.
But, according to long time play caller Jim Ross, today's modern heels just aren't up to the job.
In a late night Twitter rant Ross really went off at the men (and women) who are paid to muster hatred, fear, animosity and dislike:
"If pro wrestling villains rarely cheat, have abundant, redeeming social qualities, they're not villains. Stop BS'ing yourself," he wrote.
And, while he largely blamed the likes of Cesaro and Brook Lesnar for failing to play the appropriate role, he also put some of the blame at the foot of the WWE hierarchy:
"Pro wrestling villains must have rules to break. What moves are illegal? Fewer & fewer. That find gray line between good/evil is a joke," said Ross.
In a rant that went on for several hours on the social media site, Ross blamed a desire to be seen as "cool" for ruining the traditional image of a WWE heel:
"I'd estimate that half of today's TV wrestling heels aren't equipped ie guts & toughness, to be great villains. Most had rather be cool.
"TV wrestling villains must lie, selectively be a coward, be a bully when they can, gain unfair advantages, bitch & moan, & disrespect fans," Ross concluded.
Perhaps the only current WWE star who is fulfilling the criteria demanded by Ross is Batista.
So long as he continues to gain criticism from the wrestling community, he is doing his job.
As for many others, maybe Ross has a point. Gone are the days when the nWo stable would torment fans, and opponents, with their actions and revel in the fact that they were hated by everybody.