The brand extension lost its flavor sometime around 2004-05, when it was apparent that anything with momentum on Smackdown was going to couriered over to flagship Raw. That's what made it all the weirder in 2009, when the Bragging Rights concept came to be. The entire show was centered around the 'rivalry' between Raw and Smackdown. What WWE didn't seem to realize is that so many annual drafts had worn down the concept of brand loyalty. That's not to mention all of the times other wrestlers just appeared on the opposite show with a hearty, "Well, I'm here!", crossing shapeless boundaries to meet WWE's convenience. Besides, Raw was more fun with Eric Bischoff in charge, not the 2009 plethora of disinterested guest hosts.