Do I think it's the end of the world? Of course not.
WWE went out of their way on Raw to try to convince fans that if they bought Hell in a Cell, FOR REAL THIS TIME, they'd get their money's worth. And they probably will. I do think the show will end with a new WWE Champion, and all those John Cena fans will get to see their hero return and perhaps even win the World Title. Anyone who thinks this is WCW at the end—cheap plug alert—really needs to read Death of WCW, because I'm telling you, as someone who has written the book twice now, THIS IS NOT WCW AT THE END. This is not to say they aren't making some stupid mistakes and running the risk of temporarily hurting their PPV business (and they're going to pay for the last two months at Hell in a Cell, I'm just not sure how much), at the end of the day the company will roll along just fine as it has for years and years. Killing WWE will be extremely difficult, perhaps impossible.
But they're going to have a really hard time growing past their current level with decision-making like this.
It was noted by several in WWE that ever since David Kratzert left the company following SummerSlam, the booking has gone all to hell. In a correction from an earlier edition of this newsletter, Kratzert was the writer who left after SummerSlam, not Eric Pankowski. Pankowski was hired in February of 2012 as Senior Vice President of Creative and Development after a long career working on a variety of programming in Hollywood, as a key cog in the creative wheel. He took over for longtime creative team head Brian Gewirtz last fall, and while he certainly had his detractors within the company, Vince and Stephanie McMahon were big fans. But he had major problems working with Vince, who would regularly get scripts over the weekend and force them to be totally re-written on Monday. Eventually Pankowski got fed up and quit, right before WrestleMania, in fact. Kratzert was a different guy, who I believe also tried to quit, but they talked him into staying through SummerSlam.
With the exception of the Shield vs. Rhodes Family tag team match, the rest of the PPV sucked, a glorified Raw (which is actually being generous in some cases). Dolph Ziggler beat Damien Sandow in a disappointing pre-show match where Ziggler worked it like it was, in fact, a pre-show match. Alberto del Rio beat RVD after overcoming two-on-one odds, winning via armbar submission in a hardcore match for the World Title. This was RVD's swan song until such time comes that he signs a new contract. Which, based on a lot of different things, may not be soon.
It was a weird situation because they put him in a World Title program knowing his deal was coming due, and then when he didn't sign they got upset and started booking him like a glorified prelim guy, I guess thinking this would somehow compel him to re-sign. Instead, it appeared to just piss him off. We'll see if he returns. After the match, a fan at ringside yelled to him that at least this was better than TNA, and he responded by looking back at them, rolling his eyes and shrugging. That doesn't sound positive. Ricardo Rodriguez was also written out of storylines for the time being after a Del Rio attack on Raw. He's playing the masked El Local luchador on Smackdown and NXT. Real Americans beat Santino & Great Khali in a match where Cesaro pinned Khali with the giant swing.
This swing was worth about $10, one of the only things of value on the show. Curtis Axel beat Truth in a Raw match. AJ Lee beat Brie Bella in a Raw match and suffered a concussion taking a bump into the corner, so she's out of action for a while.
Goldust & Cody Rhodes beat Shield to win their jobs back in what was an excellent old-school tag team match, worth a good $20, and Cody came out of it a bigger star than perhaps he's ever been in his career. We'll see how the follow-up goes. Bray Wyatt beat Kofi Kingston in a WWE Main Event match. Punk beat Ryback via low blow. Apparently everyone in the entire world except the people who booked this match understood that it didn't make sense and that neither man should have lost. They could have done a DQ if they weren't doing an even worse finish in the main event. And then Daniel Bryan ??? Randy Orton in the main event.
Orton was a gigantic, and I mean GIGANTIC favorite going into this match up until a half-hour before the show, so this awful finish may, in fact, have been a last-minute change to fool the oddsmakers, which would rank up there as one of the stupidest decision ever in pro-wrestling history if true. Orton worked the match like a guy pissed off, not wanting to go above and beyond for a match that would only be remembered for having a terrible finish. And I don't blame him. Bryan, on the other hand, worked his ass off.
The fans were infuriated leaving the building. They figured there was more to come, but there wasn't, and when the announcers stood up to leave they chanted "BULLshyt!" and "REFUND!"
Josh, who was at the show, noted to us that the best tickets were $400 each plus service fees, so the live crowd had good reason to be infuriated. "Booking at this show was an embarrassment. So much talent all squandered because of poor writing. I've lost all faith in the future—and present—of this company. This is why if I want a true wrestling experience I only support Ring of Honor, and encourage others to do the same."