The ill-feeling between Kevin Owens and his former booker Jim Cornette is pretty deep and very much storied. Both men have gone on the record to tell of their distain for the other, with Cornette feeling Owen's simply doesn't look like a star. That's the basis of their hatred. Cornette would tell the then Kevin Steen to lose weight, have a wash and shave, and look more like the stereotypical wrestling champion. Steen, rightly so, told him where to go. The fact of the matter is Owens wouldn't be who he is without the look he carries today. And he made a point of saying that on RAW last night. John Cena cut a promo on the NXT Champion where he called him words like "garbage" and "dirtbag", to which Owens came out and replied that he didn't care what people said about him.
"I don't care what anybody thinks of me. You know, if I did I probably wouldn't look the way I do. "Because over the years I've been called many things. I've been called out of shape, I've been called a slob, hell, you (Cena) just called me a dirtbag. "Well, this out of shape, slob, dirtbag beat you at Elimination Chamber!"
Reading between the lines slightly, there's only one man he's taking a hit at there.