You don't want them squaring off before the fight. You want fans to pay to see the fight, not seeing a re-hash of what they've seen for free on Raw.
Of course, that's just my opinion on how you book good feuds... money matches belong on PPV, not given away for free on tv.
whoa whoa whoa, i'm not saying have a 1-on-1 match every week before wrestlemania, i'm just saying at least some kind of physical showdown or have one of them fight a miz or something and have the other run in ...
i don't know there are a million other ways to spice up the fued rather than just hear cena call the rock, "dwayne johnson" a million times.
the rock vs. stone cold would headline a card for major PPV many times and they still were able to duke it out and not make it stale.