Feeding into the last entry somewhat, maybe the main reason for this stop/start process is due to a lack of long-term planning within the company. Obviously, on occasion the long term plans are clear - take the year long build to the first John Cena vs. The Rock match, for example. On other instances, it seems like ideas are simply pulled out of a nearby hat, then quickly discarded once the initial buzz of the magic trick has worn off. The classic example over the past five years would be the World Heavyweight Championship reign of one Jack Swagger. Winning the Money In The Bank Ladder Match at Wrestlemania in 2010, Swagger would cash in on Chris Jericho and win the gold. Jericho has remarked in one of his books that he was pretty surprised when McMahon told him the plans, as it seemed to come out of nowhere. Looking at Swagger's title reign, which ended just months later, proves there wasn't a long-term strategy.