I think its fair to say that at present, WWEs creative department are struggling somewhat. The October 1st episode of Raw gave WWE its worst rating in 15 years and just this week, Brian Gewirtz; the companys long-serving Senior Vice President of Creative Writing was removed from his position. I wouldnt go so far to say that WWE is in crisis, but the company are struggling to bring the sublime story writing of old to the current audience. Over the years there have been countless occasions were WWE have started out with a brilliantly promising storyline. Unfortunately, for the vast majority of those occasions, theyve fizzled out into nothingness. This weekend, TNA Hall of Famer Sting discussed Impacts Aces & 8s storyline, its climax and impending conclusion. He said, I've been on both sides of the fence when there's been a big buildup happening and there was not a payoff and there's nothing worse, believe me. But, man, when the payoff is there and delivery is made, its awesome. In WWEs case, Ive always put down their failures in certain storylines down to timing. Timing is absolutely instrumental in making or breaking certain angles or storylines and I believe this is what has let WWE down over the years. Storylines can be prematurely concluded, but more often than not theyre dragged out far longer than necessary. In other cases, unexpected injuries can throw a spanner in the works and sometimes fan response can be unexpectedly poor. It occurs too often in pro-wrestling and particularly WWE were certain storylines start out in quite a promising fashion but turn out to lack the payoff that Stinger speaks about, ultimately letting down the fans. In no particular order, here a few from recent times that instantly spring to mind