The expression above perfectly describes Paul Heyman, who can make just about any match sound like is a must-see affair. He can take a feud thats sputtering and make it sound like the most important feud taking place in wrestling today. If you miss a match Heyman is pushing, then youre a food who really lost out. Such was Paul Es mission Monday, as he talked up the extraordinary opportunity to see Brock Lesnar as a challenger for a world title. He walked through three times he was a challenger against the Rock in 2002, against Randy Couture in UFC and against John Cena last year and how each time he walked out as champion. Heyman laid into Kane a little about how hes just Undertakers baby brother, then pointed out that his client ended Takers WrestleMania win streak. Ouch.Paul E was on fire during the contract signing at the end, lashing out against Rollins and telling Seth point blank that hes going to get suplexed and lose his title. Again, Heymans carnival barker act really works well in selling matches like this. Theres a real art form what he does, making people care about feuds they shouldnt. It cant be overstated.