A major criticism launched the way of TNA by many wrestling fans is their inability to follow up on good ideas. The whole 'Wrestling Matters' campaign is evidence of that feeling, because it should have been bigger. In 2011, WWE were in the news due to an apparent list of words being banned by Vince McMahon in the promotion. Amongst them, 'wrestler' and 'belt'. TNA's big idea was to capitalise on ill-feeling towards this news from wrestling fans. It was a sound strategy, and this is where 'Wrestling Matters' was born. A number of vignettes were shot, featuring TNA performers discussing exactly why they were involved in the professional wrestling industry. This directly spoke to fans who felt disillusioned by WWE's attempt to distance themselves from being labelled 'pro wrestling'. This was all well and good, but the whole thing would eventually fall flat due to Impact Wrestling not actually featuring enough wrestling. The overall product didn't change, despite the tagline, and fans picked up on that. With that said, it was a killer idea, one that really deserved to be expanded on. This is arguably the last time TNA truly tried to differentiate themselves from WWE.