Beefing up their weekly programming lineup, WWE expressed interest in launching their own version of ECW in 2006. The 2005 'One Night Stand' event had been a rip-roaring success, and the McMahon family saw merit in making money from the more hardcore leanings of the extinct promotion. Thus, ECW joined Raw and Smackdown, becoming a third brand the company could promote. The idea was curious to fans, who were willing to give the new brand a shot. Things turned sour quickly however, when it became clear that this version of Extreme Championship Wrestling would be nothing like the one which garnered rave reviews and a cult following in the 1990's. Even Paul Heyman himself, 'Mr. ECW' quickly went cold on WWE's vision for the show. The December To Dismember pay-per-view late in the year was an aberration, one Heyman distanced himself from. Within just 6 months, WWE had made ECW look tame and redundant. Without Heyman's involvement, ECW became a 'C' show each week, home to little excitement and stars the promotion had no big plans for. The brand was discontinued in 2010, and not before time.