Traditionally, the period following WrestleMania and before SummerSlam is a downturn for WWE. That's been tempered slightly by announcements that Paul Heyman and Eric Bischoff are now at the helms of Raw and SmackDown respectively. People are excited by that, but barely anything else the promotion has thrown up since April.
Extreme Rules isn't going to be the best show of the year, let's be real. It can, however, be a better-than-expected card that sets the tone for August's larger-scale SummerSlam supershow. If WWE pick the right winners and start sowing 'dem seeds in Philly this Sunday, then there might be some excitement for the 'Biggest Party Of The Summer'.
In order to get hype rolling, they're gonna' have to rethink how Becky Lynch and Seth Rollins are being booked, use one match to set up two for next month, allow a promising female to show independence and pick the right winners for every match. That hasn't always been a WWE strength; short-sided booking has been the law in the modern era.
Under the watchful eye of new McMahon lieutenants like Heyman and Bischoff, there's a chance to change all that. It starts in Paul E's old Pennsylvanian stomping grounds (ahem) this weekend...