Both progressive and regressive, it was an era in which the WWF were forced to move with the times or succumb to the toils of war. They did so in spectacular fashion and an unrivalled amount of genuine stars were created between 1997 and 2001. The feverish carnival atmosphere was so engaging that most everybody was over, for that matter.
Its primary architects are well-documented. Ultimately, its success lies at the feet of Vince McMahon, who with his back against the wall made the decision, as he rather clumsily put it in a famously expository promo, to entertain fans in a far more "invigorating and extemporaneous manner than ever before".
Steve Austin, The Rock and D-Generation X are the wrestlers inextricably linked with its creation. The images of Stone Cold's beer truck, Rock's raised eyebrow and Triple H's 'tank' are imprinted on the minds of every wrestling fan thanks to countless replays and revisits.
Credit is mostly given where credit is due, but some of the visionaries behind this celebrated period of wrestling history haven't quite made it to the pages of WWE's revisionist history book...