Being a self-proclaimed generational wrestler is a burden, as Maxwell Jacob Friedman, MJF, could attest. Once, it felt like fans across the divide between AEW and WWE accepted that the Salt of the Earth was a generational wrestler. And for those in the know, WWE fans acknowledging anyone from the so-called rival company is certainly a big deal.
But I write ‘was’ rather than ‘is’ because some fans, on both sides of the divide now, seemingly believe MJF’s first AEW Men’s World Championship reign revealed the Devil as being prodigal rather than a prodigy. What was supposed to be a watershed reign for AEW, the longest such reign in the company’s history, has left a stain for the wrong reasons, according to some.
Outside of wrestling, our culture loves the archetype of the next big superstar failing, crumbling under expectations. I’ve argued MJF’s first reign was a poisoned chalice and history would be kinder. Yet since Worlds End 2023, the stink of a failed promise hasn’t left MJF. The character has stagnated.
The curse of being too good too soon has meant materials aged fast. Plus, there’s fair criticism of MJF’s overindulgent characterization/lore. And questionable, uncomfortable, and really unnecessary heat that, if cut, wouldn’t change the character’s DNA.
Some AEW fans are scared history will repeat itself. Optimistically, I don’t think we’re doomed. In several significant ways, the foundations are better than in 2023.
CM Punk’s Shadow is Gone
MJF’s reign took place under the fallout cloud of Brawl Out. Undoubtedly, the exit of CM Punk dampened the start of MJF’s reign and the entire company. When MJF defeated Jon Moxley at Full Gear 2022, AEW’s greatest transitional champion was a stand-in, taking the place of Punk.
It wasn’t just that MJF was left without a foil or most fitting poetic torch-passer. MJF, as a character, had to do a 180-degree turn. The man, who spent his entire AEW arc before, like Punk in ROH, threatening to jump ship to WWE and insulting AEW, wasn’t sustainable. He was too close to the open wound and the bone beneath.
Plans had to change. AEW needed to rally itself. Whilst the idea and presentation of MJF as AEW flag-bearer felt at times over the top and cartoonish, bad luck and mishandled creative dampened the intent. If MJF was supposed to be faking it as his own warped version of a company-carrying babyface, the character’s identity crisis mirrored the company’s creative uncertainty.
Both AEW and its Champion Know Who They Are
Both the world champion and promotion are intricately connected in their fortunes and fan perceptions. The inherent correlation is unavoidable and central in pro wrestling. The world champion, the face of the place, becomes the lightning rod for criticism. Again, it doesn’t excuse MJF of responsibility.
Change was needed for MJF and AEW, but the repeated storms following Punk’s exit left both spinning like a weathervane through different problems. Revisionism ignores how The Brochachos started as the hottest angle in wrestling heading into All In Wembley 2023. MJF and Cole rode close to the thin line between AEW’s grounded wrestling-oriented approach and McMahonism Sports Entertainment, as that source of creativity was drying up. Injured knocked the angle and MJF over the line.
Yet across the card, creative suffered and became more WWE-like. Even down to AEW’s defensiveness in responding to criticism, saw rallying go too far and legitimise bad faith. A self-fulfilling prophecy was created, mirrored by MJF’s inconsistencies. Although in fairness, MJF was never involved in the three artificial battles for AEW’s heart and soul that ended at All In Texas.
Differently, in January 2026, AEW knows itself. It caters to its audience. Tony Khan is the only one overseeing creative. It’s yet to be seen if MJF’s influence and past overcomplicating his arc strikes again, but if you don’t like MJF as your main character, well…
AEW has Other Main Characters
For some fans, AEW Worlds Ends’ four-way main event and Samoa Joe’s transitional reign seemed unnecessary. Without the middleman, Hangman Adam Page could have dropped the championship to his day one rival and historic foil. However, having MJF pin the man who took the Triple B from MJF at the inaugural Worlds End addresses history. Also, being parasocial and making assumptions, revisiting MJF’s past might long-term reflect MJF and Khan wishing to rewrite the wrongs of the past.
Unlike 2023, all three are on even footing, world championship or not. It saves MJF vs. Page again for another big match. Alongside Strickland, Page is booked strongly. Both men continue their budding, tense team. If you don’t like MJF, Strickland, and Page, provide your alternative. AEW’s original main character isn’t lost in the shuffle.
Page is fully defined, self-actualised, and confident after a journey through hell. Strickland remains a self-made main-eventer who, like Page, could main-event a PPV against MJF. If you don’t like either, as your main character, what about a redefined Jon Moxley? Or Kenny Omega returning to singles action? The Young Bucks back in classic form? Or Don Callis’ Family drama?
We got options for our own personal main characters. Their own unique stories to suit various tastes. There’s also hope that few opponents are going to be diminished (“buried”) by the booking.
The Ecosystem is Reliant
MJF’s nod and a wink reference to Triple H’s “Reign of Terror” felt ironic in how several potential headliners were exposed. They weren’t on the level of the Devil. Devil. A mixture of creative and AEW’s “no floaties” philosophy exposed the limitations of the other Pillars, Jay White, and Adam Cole. With the former, young upstarts were missing large pieces of the main-event star puzzle. Yet it’s hard to deny that MJF calling White “tofu” and the “greatest comeback ever” didn’t make the former NJPW top gaijin look like a chump.
Compounded by those other temporal issues mentioned (an identity crisis post-Punk), the bruises left were long-lasting and noticeable. Without those creative woes, the wealth of potential challengers on AEW’s roster for MJF is better than in 2023, and you know it.
Across the card, a range of exciting characters and wrestlers in an ecosystem could step up, take a loss, and potentially be elevated in defeat. Former foes, like Allin and Perry, have found their voices and bite. Besides those wrestlers whom MJF did not interact with on his 2023 “wrestlers I will not wrestle list”, there are plenty of fresh faces.
Opponents, like Bandido, who, unlike Ricky Starks, isn’t at threat of slipping into a vortex after his incredible 2024. Bandido’s build has seen the Most Wanted get his moments. It’s a hopeful sign MJF isn’t about to chew up opponents, but I’m a realistic optimist.
.@The_MJF is trying to get out of his match with @BandidoWrestler AND take back “his” Dynamite Diamond Ring, but Bandido isn’t having it!
Watch #AEWDynamite LIVE on TBS & HBO Max pic.twitter.com/Rff29ElXnJ
— All Elite Wrestling (@AEW) January 8, 2026
Caution: This isn’t a Certainty
These reasons don’t automatically mean this reign will be better. The foundations are firmer, the ecosystem is stronger, but all of this is dependent on the balancing of the booker’s pencil. The reign’s success is dependent on circumstances in and out of AEW’s control.
MJF as much as his opponents, and the whole card needs consistency, direction, and evolution. One thing that has barely changed since 2023 is MJF, the character. MJF needs to grow. The routine is well-known, somewhat overexposed. Stagnant between reigns, 2025 had unsatisfactory moments for MJF. From the Jeff Jarrett promo to the promise with the Hurt Syndicate evaporating and heat from crude lines that made some fans want to turn off the channel, not buy a ticket.
Unlike 2023, MJF doesn’t need to spin around like a weathervane. It’s about refinement. Plus, it’s not just the Devil’s story, but AEW’s. A story that, like last year’s world title picture, perhaps ends at All In Wembley.
More From LWOS Pro Wrestling
Header photo – AEW – Stay tuned to the Last Word on Pro Wrestling for more on the AEW Casino Gauntlet and other stories from around the world of wrestling as they develop. You can always count on LWOPW to be on top of the major news in the wrestling world. As well as to provide you with analysis, previews, videos, interviews, and editorials on the wrestling world. You can catch AEW Dynamite on Wednesday nights at 8 PM ET on TBS. AEW Collision airs on Saturdays at 8 pm Eastern on TNT. More AEW content is available on their YouTube channel.
