10 Best WWE Ruthless Aggression Era Feuds
Who came up with that name, anyway?
The Ruthless Aggression Era - beginning in 2002 after WWE lost its legal battle with the World Wildlife Fund, and ending six years later when they went all kid-friendly on us - will forever be known as the one after the (all things considered, much better) Attitude Era.
It derived its title from a segment shortly after the first brand split, in which Vince McMahon implored his roster to start showing some "ruthless aggression", a call answered by John Cena - who would, fittingly, go on to become one of the period's biggest stars.
And whilst it didn't have the same edge as the years that preceded it, no-one can say that it was lacking in high-quality wrestling. In fact, we probably got more of it than ever before, after SmackDown - particularly under Paul Heyman in 2002 and 2003 - became a decidedly more wrestling-based show.
Many of the Attitude Era stars (notably Stone Cold and The Rock) were gone, but in their place new stars - slowly but surely - emerged, and the feuds they fought were memorable enough, at least, for us to still be talking about them today.
10. John Cena Vs. Edge
Edge became the originator of the smash-and-grab Money in the Bank cash-in at New Year's Revolution in 2006, when he interrupted John Cena's post-match celebrations to win his maiden WWE Championship.
When he lost it back a month later at the Royal Rumble, paving the way for the Cena-Triple H match at WrestleMania 22, some feared that the Rated-R Superstar's moment in the sun had been and gone.
But he was back in pursuit of the title in the summer, and that's when his feud with Cena - culminating in one of the all-time great Tables, Ladders & Chairs matches at Unforgiven, in which the Champ beat his opponent at his own game (of course he did) - really came into its own.
Just don't mention that segment with Lita.