7 Ways WWE Get Their Best Characters All Wrong
6. Win Some, Lose Some
50/50 booking is an inherently destructive practice that places everyone subjected to it on the exact same level, making it systematically impossible to build new stars, and in trying to protect everybody at once, WWE have created a situation where nobody really gets over.
The problem is vast, and it creates a paradox. WWE's announcers are forever bleating on about "momentum," but there's no such thing in a company where lead writers freely admit wins and losses don't matter, and every major victory is tempered by an immediate defeat. The concept simply can't exist unless it's reflected in the booking.
Wrestlers can't build credibility unless they're actually credible in the ring, and nobody wants to root for a loser. That's why the win one/lose one mentality has to stop. It has created a roster full of midcarders who inspire nothing stronger than apathy and frustration, with even wrestlers like Braun Strowman (supposedly Raw's most dominant performer) routinely falling to over-scripted nonsense.
So grim is the 50/50 booking curse that Brock Lesnar, the one wrestler who is actively presented on a higher level, makes everyone else look terrible by default.