Despite splitting opinion between WWE fans, the storyline involving Rusev, Lana, Bobby Lashley and now Liv Morgan continues to do big numbers for the company.
The main event involving all four superstars on Raw this week has currently got 1.2 million views on YouTube, the only segment to crack the million views mark this week.
Many are unsure as to where the storyline is heading, but it could be rumbling on for a while longer if the numbers hold up.
Fans were shocked when this whole angle started at the end of September, with Lashley and Lana embracing passionately at the top of the Raw stage, with Rusev looking on ashamed.
It wasn't the first time the Bulgarian Brute had seen his real-life wife smooch with someone on WWE television, as there was a similar angle involving both Dolph Ziggler and Summer Rae in 2015.
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That was quickly scrapped though after Lana announced her engagement to Rusev to the media, and speaking to Reel Talker host Jim Alexander, he admitted that he doesn't feel unnerved at all watching his wife kiss another man every week.
”It’s no different than with Brad Pitt or any of the other actors in Hollywood," said Rusev, per Cageside Seats.
"That’s what you do. You’re an actor and if a certain role requires you to do something like that... I mean, you can always say no but we’re not that people, we’ll always be professional.
"I don’t think it’s a problem at all for me, personally. I know it’s not a problem for her. And it was always about her, I always asked her.
"You know, people always run to me and ask me ‘how are you feeling about this?’ I’m like ‘why are you asking me? Why don’t you go and ask her? She’s the one who is supposed to kiss him every now and again. I’m not kissing a guy.
"So, kudos to her for being professional. If she didn’t agree to that then we would have done something completely different, right? But here we are, a few months in, and it’s the hottest thing going in WWE.”
Numbers-wise it may be the 'hottest thing going', but a few people would argue with that.
But fair play to Rusev for not being bothered at all that his wife is kissing someone else - Lana and Lashley have certainly 'put their all' into some of the smooches!
WWE is probably the only place where a script-writer would pit a husband and wife against each other, and there was surprise when they actually accepted it - and now some fans are just waiting for it to end!News Now - Sport News