The Disturbing Truth Behind WWE's Recent Controversial Decision

Keith Lee Randy Orton
WWE.com

What's ironic, given the pearl-clutching over the excruciating discourse surrounding AEW, and the flips and the "lack of selling", is that selling in pro wrestling isn't just clutching a leg for an adequate amount of time.

These entities are called wrestling promotions. Selling the public on the match is significantly more important than delivering the match itself. When a promotion goes big on promoting a match, it conveys a monumental importance. You have to see it. A generation that grew up on Vince McMahon screaming himself hoarse at the mere mention of the name "Tito Santana!" when he ran down the Royal Rumble participants isn't going to feel like Keith Lee Vs. Randy Orton III means a sh*t when Michael Cole, in slick autopilot, casually mentions that it's happening later in the show on the show itself.

Theoretically, the brand new babyface star wrestling the top heel is a massive, massive deal. WWE, even if unconsciously, told you not to care about Keith Lee or his match via their customary broken last-minute chaos. By not hyping it well in advance as a big deal, it becomes just some wrestling that happens that might be good and might lead to something. This is how WWE normalises talent - in addition to the dire scripting that homogenises them - and this is how Keith Lee already feels like the furniture in the MVP Lounge. They all do. They all will.

Since the dreaded comparison has been made, it can be taken further.

CONT'D...(2 of 6)

Advertisement
Contributor
Contributor

Michael Sidgwick is an editor, writer and podcaster for WhatCulture Wrestling. With over seven years of experience in wrestling analysis, Michael was published in the influential institution that was Power Slam magazine, and specialises in providing insights into All Elite Wrestling - so much so that he wrote a book about the subject. You can order Becoming All Elite: The Rise Of AEW on Amazon. Possessing a deep knowledge also of WWE, WCW, ECW and New Japan Pro Wrestling, Michael’s work has been publicly praised by former AEW World Champions Kenny Omega and MJF, and surefire Undisputed WWE Universal Champion Cody Rhodes. When he isn’t putting your finger on why things are the way they are in the endlessly fascinating world of professional wrestling, Michael wraps his own around a hand grinder to explore the world of specialty coffee. Follow Michael on X (formerly known as Twitter) @MSidgwick for more!