10 WWE Attitude Era Gimmicks That Didn't Get Over

1. 'Dr. Death' Steve Williams

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When Jim Ross brought his long-term friend and legitimate hardman 'Dr. Death' Steve Williams to the WWF in order to compete in the inaugural 'Brawl For All' shoot contest, the company were so convinced he would win that they paid him the purse in advance.

Did someone once say something about counting chickens before they've hatched? Instead of fixing the competition to ensure their investment would be successful, Vince Russo insisted on a legitimate shoot, and when a battered and worn-out Williams succumbed to Bart Gunn in the first round, there were red-faces all around.

The boys in the back were giddy with delight; as head of talent relations, Ross was far from popular at the time, and seeing his guy humiliated gave them the utmost pleasure.

It was a disaster for Williams. The intention was for him to storm the tournament, and after establishing himself as a legitimate bad-ass, challenge the super-over Steve Austin. Instead, first round defeat left him looking a complete joke. The fans could never take him seriously from that point on, and that was that for 'Dr. Death'.

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Editorial Team

Benjamin was born in 1987, and is still not dead. He variously enjoys classical music, old-school adventure games (they're not dead), and walks on the beach (albeit short - asthma, you know). He's currently trying to compile a comprehensive history of video game music, yet denies accusations that he purposefully targets niche audiences. He's often wrong about these things.