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#2. Steve Austin refused to put over Brock Lesnar
In 2002, the WWE were starting to sour on Steve Austin as his iconic run was coming to an end. Vince McMahon made a strange decision to have Austin lose to the up and coming Brock Lesnar on a random episode of RAW with no build to the match.
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Austin was furious because he had to job to a rookie on a random episode of TV with no payoff and felt that they could build a feud and have the match on a pay-per-view. McMahon insisted that the match go ahead and Austin "took his ball and went home".
He stayed at home and refused to travel to the show. WWE called him on television and the two sides split up for the better part of seven months. They were eventually able to work out a deal for Austin to come back and have a final Wrestlemania match with The Rock before retiring due to a neck injury.
In my opinion this incident is very different to the others on this list. Yes, Austin refused to put Brock over on RAW but he was more than willing to do it on a PPV after a proper feud. This is not a case of Austin's ego pulling rank but a case of Austin feeling that the WWE were making a bad business call.
