MJF has carried a rare aura in AEW since joining the company at its launch in 2019. Calling himself “The Salt of the Earth” while repeatedly reminding fans that he is “better than you,” Maxwell Jacob Friedman built his reputation through insulting promos, personal rivalries and a refusal to abandon his arrogant personality when the cameras stopped rolling.
That approach helped MJF become one of AEW’s most popular homegrown names. He defeated Jon Moxley for his first AEW World Championship in November 2022 and held it for a record 406 days before losing to Samoa Joe at Worlds End 2023. He later captured the championship for a second time at Worlds End 2025. His resume also includes repeated Dynamite Diamond Ring victories and feuds with Cody Rhodes, CM Punk, Chris Jericho, Adam Cole, Jon Moxley and “Hangman” Adam Page. AEW’s championship history lists both of his world-title reigns, while the company has described his first reign as a record-setting 406-day run.
MJF is often described as one of wrestling’s few performers who still protects kayfabe beyond television. Whether appearing at an arena, speaking during an interview or confronting a fan, he tries to preserve the impression that the personality viewers see on AEW programming is who he truly is. Eric Bischoff believes that dedication gives MJF something many current wrestling villains do not possess: genuine heel heat.
During an episode of his 83 Weeks podcast, Bischoff discussed wrestlers who become their characters instead of treating them as personalities that only exist during matches and promos. He pointed to MJF as one of the clearest examples.
“MJF is a really good topic. I’m glad you brought MJF up. Perfect example. A guy who lives his character, who’s a method actor. I don’t know if he knows it or not, if he thinks about it in that context, but in terms of immersing himself in that character—and more importantly, and I think this is where people really screw up nowadays—is acknowledging that the audience is smart.”
Bischoff said fans understand that professional wrestling is scripted, making it harder for a heel to create a response that feels personal. In his view, MJF overcomes that obstacle because he remains committed to the role and does not give viewers an obvious point where the character ends.
“MJF lives it. And ironically, he’s probably got more real, honest heel heat—not Pavlov’s dog heat. Pavlov’s dog heat is when the audience understands that their role is to boo the guy that’s supposedly, or been designated as, the bad guy in this match. That’s most of the heels that are out there, people that call themselves heels.”
Bischoff used the phrase “Pavlov’s dog heat” to describe fans booing a wrestler because the television presentation tells them that person is the villain. He argued that wrestling companies can manufacture that response, but it is different from an audience developing genuine dislike for a character.
“This has been something I’ve talked about in WWE for years. They still don’t have real heat. They’ve got Pavlov’s dog heat, and they get a lot of it. They can manipulate it. They can create it for television. It sounds good, it looks good, financially it’s working, but it’s not that next-level heat. It’s different.”
While Bischoff believes MJF still has more to learn, he praised his intelligence, ability and willingness to remain connected to his character.
“MJF is one of the few people out there today that is really living his character, and it obviously works. I mean, he’s a very divisive character. I think he’s great, and I think he’s a very intelligent young man. He’s very gifted. He’s still got some things to learn, but he’s not very old. He’s got a long way to go. Once he gets a little bit of seasoning and just the maturity that only reps and time can bring, I think he’s got a very bright future because he’s committed to the character. He lives it.”
Bischoff also criticized wrestlers who play one personality on television before showing a completely different side of themselves on social media. He believes that behavior weakens the character and makes it harder for fans to become emotionally invested.
MJF has taken the opposite route throughout his AEW career. From his record-setting championship reign to his deeply personal rivalries and hostile fan interactions, he has worked to keep people wondering how much of his personality is an act. Bischoff believes that uncertainty is why the former AEW World Champion receives a more genuine response than heels who are booed simply because viewers know they are supposed to dislike them.
Wrestling
