that's called the hype my friend
if orton said: "we're friends, there's nothing between us, we will have a clean wrestling match, and will remain friends after the match. Give me a hug, guys!

"
nobody then would buy the ppv!
To make people buy the ppv (which is the #1 priority), they must be convinced it'll be good
and orton must say he's going to win! So his fans trust him and buy the ppv to see their hero win, and his haters know he's convinced so they buy the ppv to see their hero kick orton's butt
or if he said: "i'm not sure i'll win

I think i'm gonna lose, it'll break my heart, but that's the truth"
that won't sell tickets, that's how it works
that's why vince doesn't care if every one of us didn't see his shows
because we don't give him money
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