7. Bret's ranting about the Montreal incident only increased revenue for both companies

Eric Bischoff, former WCW head, has a saying; Controversy creates cash.
What could have been more controversial than an angry, bitter wrestler who had been screwed on his way out the door from his previous employer? Bret's rants on WCW television, as well as news media outlets, fired up the Monday Night War and created a lot of attention and revenue for both WCW and WWE.
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Those adherents to the 'work' theory of the Montreal incident propose that Vince and Bret knew this would happen all along, and were eager to fool the fans who thought they were smart to the business because it would create more money for everyone.
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