MJF returns

After the Roderick Strong/Will Ospreay bout at Double or Nothing, Adam Cole made a surprise cameo, still appearing to be recovering from the serious foot injury that he suffered several months ago. Cole, who was on crutches for a few months, looks to be getting closer to an in-ring return, although there's no confirmation on when he will be back in action. He was interrupted by the returning Maxwell Jacob Friedman, who was also on the sidelines for almost six months after he had a myriad of injuries to heal from after he dropped the AEW title at the end of last year.

Friedman looked like he borrowed Triple H's attire from the early-2000s so hopefully the leather jacket with the jeans was just a one-off for the return. That said, Friedman has somewhat of an updated look and that's smart since it will reinforce the fresh chapter of his career, which is needed after the entire Cole storyline diluted his persona and fell flat after the reveal.

However, despite the new look and rejuvenated presentation, was this the same MJF we've seen before?

After Friedman landed a brain buster on Cole, he cut an extended promo, and the crowd was behind it, but it was a rather artificial pop for the return more than anything else. It's doubtful that one move will be the conclusion of the Adam Cole storyline, but given that he isn't cleared to return full-time, perhaps this was a way to buy some time until he's ready get back in the ring. It's rather obvious that Friedman was booked to make a comeback at this show to give the pay-per-view an added level of sizzle, which is fine.

That said, I'm not sure MJF covered any new territory, and actually repeated a few of the useless tropes he was known for on the mic previously. I understand that he wants to be "edgy" by referencing New Japan and then Vince McMahon, but it seems like a desperate attempt for shock value. Just a brief analysis can show why the concept is flimsy and adds nothing to the promo. First, it's well-known that NJPW and All Elite have a working agreement, including the Forbidden Door pay-per-view next month so even if he made the jump to the Japanese league, it's not as though it would definitely take him away from AEW. Furthermore, MJF's overall presentation isn't based on his in-ring work so there's not really a place for him full-time in New Japan anyway. Yes, Friedman is very talented in the ring, but it's fair to say that he's not going to work the Japanese style. Finally, MJF is, rightfully so, in the business to make the most money possible, which is why he no-showed Double or Nothing two years ago. Granted, that wasn't the way to handle the situation, and theoretically should be something Tony should be cautious about when he invested in Friedman for a new contract, but the point being, Friedman knows that the entire point of the business is to maximize your earnings to be able to eventually retire with a level of financial stability. It's very obvious by the fact that Tony Khan has signed several of the top New Japan talent since the launch of AEW that the Japanese group can't offer the money that Tony will to secure talent so any implication that Friedman would consider a New Japan deal is almost silly. The name drop of Vince McMahon was also very cheap because as we know, McMahon resigned in disgrace and has since sold his stock in the TKO corporation so it's not a relevant reference. However, the bigger problem is that the continued references to WWE, which MJF did on a regular basis prior to the injury gives the impression that it might be a good career move and a subtle indication that perhaps All Elite isn't the place to be in the industry.

This isn't meant as a knock on his talent, but rather that he's too talented to lower his work to obtain low-hanging fruit. Quite simply, MJF can and should be better than that.

As a level of "commitment" to All Elite Wrestling, Friedman quoted the late great Iron Sheik when he told the camera man to "zoom," revealing an AEW tattoo on the lower part of his ankle. While I legitimately appreciate an Iron Sheik reference, the ink means absolutely nothing other than to patronize the AEW audience and probably Tony Khan himself while MJF works under the new contract. The tattoo is conveniently placed in a spot that will be completely covered by his wrestling boots so it will have zero impact on where he works throughout his career. Anyone that took it as MJF committing his entire career to AEW is completely misguided.

Still, the return to the company and the promo indicate that Friedman has made a long-term commitment to All Elite Wrestling. The notion that a talent with options chose to remain on the roster, especially after others left and have done much better in WWE, provides good optics for the Khan-owned organization, as it creates a sense of optimism around the product. Right now, the biggest question is, what does MJF do next and will it be productive? Of course, there's business to be finished with Adam Cole, but again we don't know when Cole will be cleared to return to the ring. When that match happens, it should be done in a way that gives the storyline a resolution, but doesn't remind the audience of all of the lame comedy skits from the angle last year. Keep ind mind, Friedman left to heal from the injuries right after he lost the AEW world title to Samoa Joe, and MJF's title reign was rather undistinguished because of the nonsensical angle with Adam Cole during that specific run. It goes without saying that getting MJF back into the main event scene at some point is probably a priority, and it should be, but considering that he just had an underwhelming title run, who does he work with to spark the new chapter of his career? The argument could be made that there's a lack of credible heels to work with in the company already, which is why Swerve was booked against Christian at the pay-per-view, as it gave the champion a true pro to work with and look good in the process of the title defense. But, what credible heels can Friedman work with currently on the roster? The Elite have more or less monopolized the top heel spots so maybe Friedman joins team AEW to keep him busy until Cole can return to the ring.

This is where Tony's slapstick approach to booking ultimately hinders the product. As mentioned, if I had to guess, I'd say that Friedman was brought back at Double or Nothing to add some sizzle to the show, especially after the criticism toward the company the past several months. As I said, there's nothing wrong with trying to add something newsworthy to the pay-per-view, but what was the plan for MJF after the promo? He arguably got the biggest reaction of the night, but he wasn't on Dynamite this past week so what was the point if the hype declines by the next time he's seen on television? It certainly doesn't accomplish anything for the momentum of the company or to establish Friedman if he's not seen on television for weeks.