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it's fucking genius!
WWE is pissed at all the big wrestling news sites which account for so much online wrestling traffic. What they're doing is first and foremost trying to detract people from going to those sites for their wrestling news, come to WWE.com and thus WWE can begin to control the wrestling dirtsheets industry, stopping all these rumors like Jericho's return being revealed early. We know Steph is pissed at this.
However this probably won't work.
Secondly they are simply trying to take a chunk of the online wrestling fan traffic and bring it to WWE.com to increase ad revenue, merchandise sales and interest in their product. Mainly casual fans or non-IWC wrestling fans will visit WWE.com, there are many many fans who do not visit WWE.com and simply maintain an interest in TNA and RoH. But if WWE.com can get word out they are more IWC friendly and attract these people then there are rewards for this.
That's my take.
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