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A big part of it, in my belief, was Stone Cold Steve Austin's heel turn in 2001. Yes, it was shocking, and really compelling, but he never had a rival to really push him to the limits. His paranoia made sense, but his new pussy approach didn't. I think that hurt more than what people give it credit for.
Also, in regards to 2001, Booker T and Shane McMahon turning heel was a silly move. Austin was a top heel, and the fans were ready to embrace the WCW Champion as a hero who could hang with him. But no, they ended up on the same side of the alignment coin.
I'd also like to randomly say that I still believe that WrestleMania X-8 should have featured Chris Jericho vs. Rob Van Dam in the main event for the WWF Unidisputed Championship, with Stone Cold Steve Austin, The Rock and Triple H teaming up to face the nWo in a sub-main event.
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