http://youtu.be/fsk5GmnQ-9A?t=4m43s A villain putting down the hero as he talks about why hes superior is a classic way to get heat. When the heel is a champ, its common to tell the face that he doesnt deserve a title shot. But in 2004 (what were they drinking that year?), Randy Orton took it a couple steps too far when he was confronted by Shelton Benjamin. Benjamin had just jumped over to Raw in the draft and beat Triple H twice, setting him up nicely for a high-profile feud with the Intercontinental Champion. Orton didnt think Shelton deserved a title match, and let him know just why:
Man, Shelton, you sure are uppity. You know what, thats the problem with you people. Give you an inch and you take a mile. Quite frankly Shelton, I wouldnt soil the Intercontinental Championship by defending it against you.
You would think that this would set Benjamin up to silence Orton and take the IC title from him, but youd be wrong. Orton retained at Bad Blood, never getting his comeuppance. In fact, two months later he would win his first World Heavyweight Championship over Chris Benoit. Benjamin would capture the Intercontinental Championship in October 2004, but hed never get to take Orton down for his insults.