10 Precise Moments WWE's Best Ever Gimmicks Stopped Working

6. The 'Fiend'

Bray Wyatt's 'Fiend' piqued everyone's interest when the masked nightmare's twisted creativity first popped up in the spring months of 2019. As a split personality who ghosted between children's TV host and Freddy Krueger-esque monster, Bray was in his element. All WWE had to do was uphold their end of the bargain.

They couldn't.

Think of this as a three-part disaster. First, Wyatt's 'Fiend' was booked in a feud with then-top babyface Seth Rollins; that was trouble from the get-go. Bray couldn't lose so early in his run under a new character, and Seth had nothing to gain from fighting someone fans found so fresh and exciting. Then, WWE booked a non-finish inside Hell In A Cell.

Then, WWE gave this supernatural attraction the Universal Title. That all equated to a damning series of miscalculations from the writers, and painted Bray's vibrant gimmick into a corner. Now, he'd have to lose. The company didn't have any choice - he wasn't going to hold the belt forever.

Cue Goldberg, cue mass dissatisfaction, cue demotion down the card.