If I were booking (and realistically booking, not fantastically pushing the guys the WWE claims they have "nothing for"), Shane McMahon would win the ECW World Title at Backlash. Umaga is already Intercontinental Champion, and Vince is the lesser of the McMahons when it comes to workrate (oh dear, I'm using wrestling terminology to discuss the McMahons now), and he hasn't held a World Title previously, unlike Vince. I think one throw-away World Title reign apiece would be more fitting.
I'd then have Shane McMahon appear on ECW as their authority figure, and he can avoid Lashley for a few weeks, making him go through the New Breed a few times. Then we eventually get Shane McMahon vs. Bobby Lashley, where Lashley tears Shane apart to win back his ECW Title.
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