In any wrestling promotion, the world championship should be the most important thing. It is the treasure that every character goes on a journey towards, it is the reason for conflict and is the symbol of excellence. That gives it a worth that needs protecting, it needs to be portrayed as serious and important. Yet, WCW made a mockery of their title. They devalued it to the point of ridiculousness, with a flash point being Hulk Hogan defeating Kevin Nash for the title with the "fingerpoke of doom" in 1999. What did it say about the title, when wrestlers exchange the belt in a matter of seconds with a finger poke? The message was that the title really was just a prop, a second tier to the main NWO importance. That should never have been allowed to happen. By the time WCW creative writer Vince Russo won the title, the death of the belt was complete. If only WCW had kept some reverence to their big gold belt, they would have been able to get people to pay to see it defended. It would have been worth millions if they'd invested a long run on someone like Goldberg. Even if they'd have put the belt on Sting for a year in the late nineties, that would have far more valuable than hot potato title switches. A long run of the belt on one wrestler would have made it more treasured, fascination would have built around seeing who would eventually win it. Instead, no one cared.