Once upon a time in WWE, there were real artists who worked in the creative department. They were paid to create hype with memorable showdowns leading to pay-per-view events.
Nowadays, it seems the art of hyping a major show is lost.
To present too many pay-per-views could explain the lack of time to prepare a decent build up for the big matches. But the issue goes deeper than just that. A storyline should not stop with a pay-per-view and move to a new one the following week. An interesting rivalry should last for months and not few weeks.
Apparently, the creative staff never heard about continuity. Why can't they create feuds...
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