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That term's definitely got a negative aura to it, because people think a diva is somebody with an attitude who demands things all the time. Of course there is that type of diva, but my idea of a diva has always been a singer - whether male or female - who gets on that stage and captivates you with their presence and their voice.
I think if you look at NXT, the one guy who seems like he would belong in a WrestleMania main event is Nakamura because of the aura and the buzz that he gets. He is able to grab the attention of people who don't really know who he is right away with his mannerisms and entrance - by the time he gets to the ring, you are kind of hooked.
I've never met a human being like Rajinikanth sir. Every time he walks in, there is this aura around him. He is very humble, gentle and sweet to spot boys, light men and gives the same amount of respect to everyone. What I enjoy about him is his sense of humour. He is highly knowledgeable and can be mostly seen with a book in his hand.
I don't think it ever does any harm in any business to feel that there is someone there who cares about it. If you look at any business, fashion being the most obvious, the aura, or the reality of the designer, is part of what creates it. It's true in luxury goods stores and in good food stores. It leaves a palpable sense that someone cares.