The whole thing with Carlito running from Cena got me thinking about the way cowardly heels are booked. Sure, him running made Cena look like a real tough guy, but where does it leave Carlito? He's such a fighter that he can't stand up to Cena & runs from him?
So when it comes to putting people over. Ric Flair made a career out of "being able to drag a match out of a broom". He'd go up aginst jobbers from the local town & come away still champ by the skin of his teeth. He always made the other guy look like he was coming within inches of winning the title & scoring a massive upset, week after week. Yet he was still regarded as a strong champion.
Compare this to Jericho's run as champ. Again, the heel that's struggling to hold on to the title, yet Jericho comes out of the whole thing with no credibility because he struggles to retain in every match until he loses the strap.
Just wanting your thoughts on why Flair could do it without losing credibiltiy, but Jericho couldn't. Or how the cowardly heel card can be played without making a good wrestler like Carlito look like a total chump.