Ultimately, though, they were just trying to run me into the ground and ruin my brand forever, and that happened time and time again. As you saw with that finish, it made zero sense from a booking standpoint to book me to fall flat on my face, and then the next night to turn me heel. The reaction to my heel turn was louder than ever, and then what did Vince do? He came to me personally and said, Were taking away all your merchandise. I want your merchandise to tank and no more Feed Me More, which was the thing that put me on the map. So instead of giving me an edge as a heel, youre stripping me of everything, having Cena go over me, and then you saw how my career fell after that. I lost the momentum, and I never got it back again.