Wrestling old-timers often spoke of the industry being cyclical. It was commonly a promoter's justification for financial downtime beyond creative malaise, but remarkable boom periods in the 1980s and 1990s added certain weight to the theory. Following WWE's 2001 purchase of WCW though, the paradigm shifted again.
From that point onwards, merely competing with the monolithic McMahon empire for a share of the market was success enough - there was no longer time to wait around for an upswing whilst innovations and trends were there to be devised and monetised.
Despite being the only organisation best placed to roll out retreads and retries since then, WWE have been frustratingly stubborn about reissuing purchased concepts as their own. Countless new formats were rolled out with mixed fortunes despite proven entities figuratively shelved alongside the literal signs and set dressings inside the company's cavernous storage facility.
But the clunky evolution of WWE continues in earnest. Just 24 hours before the organisation presents the 30th edition of a show conceived with the expressed purpose of driving a stake through the heart of Starrcade, NXT will host the first ever McMahon-endorsed WarGames match. A Greensboro, North Carolina house show exactly one week later has been branded in the image of the NWA/WCW 'Grandaddy Of Them All'.
If yet more changing times reflect an overdue warmth towards the Atlanta outfit, there are countless ways WWE could re-badge selected favourites. More than ratings, buyrates and gate receipts, this would perhaps highlight just how cyclical the industry still is after all.
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.