A world champion is supposed to be the cornerstone of a wrestling promotion - the face of the company, the most acclaimed talent it has, or at least one of them. As good as a champion may be in his physique, skill or charisma, they're still entirely dependent on the booker and the creative department to make them look good, through use of booking, promotion and creative decisions. In the wacky world of professional wrestling rules are made to broken, very rarely are champions given the treatment, push or persona they need to succeed, often they're condemned to mediocrity from the beginning in the modern era. For every title reign that feels prestigious, dominant and entertaining, there are several more that have horribly failed to get over for one reason or another. It could be that the creative department or management just didn't have enough faith in the wrestler, it could be a lack of ideas from the get go, or the choosing of bad ideas that never should have made it past the drawing board. You name it, WWE has done it at some point. In chronicle of these wrestlers who were never given a chance to live out their reign like they deserved, here's ten moments when WWE and WCW screwed over their world champions.