For a company creatively malfunctioning as aggressively as WWE are at present, it should come as no shock that they're now seemingly unable to effectively deliver the gimmick/themed pay-per-view they were once so fond of.
Extreme Rules remains the last living ember of Paul Heyman's innovative and evocative ECW - a show borne from the rebranded crew's 'One Night Stand' supercards that gradually morphed into a WWE production loaded with enough gimmicks to keep the card interesting no matter how moribund the pairings were.
No such luck this year. Just as 2017's Clash Of Champions promoted a tag team main event with no titles at steak, how the only Backlash to the may supershow came from the early-exiting audience and how the Greatest Royal Rumble was actually f*cking sh*t, Extreme Rules remains bizarrely low on bells, whistles and - most importantly - interest.
Once the explosive location for battles between John Cena and Brock Lesnar or Evolution and The Shield, Extreme Rules has now been relegated to summertime filler - trapped in the deepest valley following the steepest and lengthiest post-WrestleMania slump since records began. With less than 50% of the card actually gimmicked, the remainder looks remarkably intimidating for a viewer already over-stuffed with meaningless filler on the weekly shows.
'The Beast' and 'The Champ' will of course be nowhere near the nothing pay-per-view, as won't Triple H's suited crew. The Shield, however...
Square eyes on a square head, trained almost exclusively to Pro Wrestling, Sunderland AFC & Paul Rudd films. Responsible for 'Shocking Plans You Won't Believe Actually Happened', some of the words in our amazing Wrestling bookazines (both available at shop.whatculture.com), and probably every website list you read that praised Kevin Nash.