During a recent appearance on Inside The Ropes, Paul Wight discussed his frustrations with constantly turning between face and heel during his tenure in WWE.

“Oh, I think it’s super frustrating. One of the things that turning did is made it hard for me to develop a consistent identity, you know, to sell merch. Merchandise is a huge part of our industry and you either have to have a solid run as a really dominant heel where people want to buy your stuff because you’re the antihero and they like it, or you need to have a solid run as a babyface where they love your stuff and everybody wants to buy it. When you’re flip-flopping, a lot of times you’re pissing people off—you’re constantly dividing your audience.”

Wight continued.

“During these situations, most people thought I was schizophrenic and they didn’t understand what I was doing and why I was doing it. Usually, it wasn’t up to me.”