Austin would miss most of 2000 with his neck injury, but he was back for 2001 and in sensational form. Business was as good as ever and he had a quality Three Stages Of Hell match with Triple H at No Way Out. But then came WrestleMania 17 with The Rock. Going into the bout, Austin felt as if he needed a character refresh. This was pure ego on his part, as he was bored of being a babyface and wanted to do something new... even though all business and creative sense pointed to keeping course as the babyface. McMahon gave Austin his way and booked a heel turn. It was a hell of match with The Rock, but the heel turn resulted in a serious nosedive of WWF fortunes. The Attitude Era died and things were never the same again. All because Stone Cold Steve Austin fancied a change.