Ever since he moved up from NXT to the main WWE roster, Rusev has been an unstoppable force that Vince McMahon, Triple H and company seem to love.
The Bulgarian Brute has quashed anyone that has dared to come up against him, including Big E Langston, Jack Swagger, Mark Henry and now Big Show.
He has now captured the US Title after defeating Sheamus and it seems like one of the smartest decisions the Creative team have made in recent times. However, wrestling legend Jim Ross has questioned what they're actually doing with the character.
"It's interesting as to why WWE apparently feels Rusev should be booed....apparently only because he's Russian. The powerhouse rarely cheats, is a patriot to his native land, is a beast, isn't a coward, and has not lost via pin or submission," Ross wrote in his blog on Wednesday.
"What is there among those items that I am supposed to dislike? The nationalistic storylines can still work but the 'foreigner' still has to have heel tendencies and nuances."
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It's not really known what the WWE are planning to do with Rusev having the US Title yet. He's positively not going to lose it to Big Show anytime soon, and the more obvious outcome sees John Cena taking it from him to make it American again blah blah tired old Cold War cliche that Vince McMahon still loves for some reason.
The way Rusev kicked the fake soldier in the head was a good way to make him come across more villainous but there needs to be more of it. He also needs to be a destroyer of Brock Lesnar standards. Not that high up the card, but he needs to win in similar fashion.
Changing the name of the title to the Russian Federation Championship live on Raw would help to add more heat, and just generally making him more despicable should go a long way to providing the WWE with a heel for the next decade.