Yeah, the "it was fundamentally flawed" is a WWE excuse. Obviously the stars weren't there yet, but the WWE has the ability to make stars. Funnily enough, booking people like a bunch of jobbers doesn't really help create stars.
Also, even though it started rockily, it was truly dead in the water once Steph was running ECW in cahoots with Shane's WCW. They revived then destroyed it all on one RAW. Wrestling was so hot at the time (even though the Austin heel turn caused a cool-off) and if you just booked people strong, the crowd would have bought it.
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