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WWE's more worried about the current established stars and pays almost no mind to anyone else. And instead of building up guys who catch on with the fans, they let them flounder about until they are treading water or sinking faster than the Titanic.
The two biggest examples are Shelton Benjamin and Carlito, they were both pretty over at various points but WWE found some reason to not build up their growing popularity. And now the fans just don't give a shit about them because they've been told not to. The same could be said for London and Kendrick, they were pretty popular on Smackdown then they become whipping boys for the Emolanders who the fans have never really cared about.
They are now in a sense doing somewhat the same thing with Kennedy and CM Punk. Now everyone knows I hate Kennedy, but there is no denying that the dude was massively over and then they move him to Raw. Now he's lost in the shuffle and treading the mid card waters. Now part of it is his fault since he lifestyle choices cost him two big payday pushes, but it's not like he couldn't overcome that.
And also with CM Punk, sure he is a title holder, but he is a title holder on the C show. Punk is over which is really good considering how many people actually watch ECW. He needs to be moved to Smackdown so he can get more exposure, yet for now he is stuck with no chance for growth as he's already faced everyone in ECW numerous times.
Fans want a reason to react to more than five guys, but the company doesn't give them any reason. Fans want to be surprised, not the sense of "Oh, John Cena is wrestling. Well we know he wins, whoopie." Watch and listen to the reaction Shelton Benjamin got when he beat Triple H his first night on Raw. That is how you make a star, but the key is to FOLLOW UP. If you don't build up on that, the fans will forget all about it and then will stop caring.
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