Why WWE Is Making Its Biggest Long-Term Mistake Right Now

Keith Lee Adam Cole
WWE.com

Perhaps it's unfair to acknowledge the machinations of how the show comes together. Perhaps it's more fair to park it and just watch the show itself. The talent probably can't be bothered with this constant narrative, either, but NXT's defensive approach has infected the quality of the programme.

The general and fierce vibe of desperation is as much to blame as the canonically nonsensical and cynical main roster appearances. When was last time a RAW or SmackDown main event had limited commercial interruption?

The Great American Bash only happened in reaction to AEW Fyter Fest. The sudden, reactive marketing was as pathetic as it was ugly. The second night was headlined by Adam Cole Vs. Keith Lee in a Winner Take All match, and it was a very good if very NXT match in its tropes - wouldn't it be more of a huge shock if an NXT wrestler didn't kick out of a finish at this point? - but how much did it resonate as an earned, feel-good story, really? There was no struggle, no build, no organic peak. It was nice, and it was merited, but it wasn't truly life-affirming. It felt like a belated and synthetic emulation of that which NXT once excelled. This match was consistent with NXT's entire approach to the war. Adam Cole Vs. Matt Riddle - the NXT Champion Vs. NXT's most popular babyface - was a TakeOver-sized match, the TakeOver-sized match, looking at Cole's underwhelming run, and it was the very first segment that went head-to-head with AEW Dynamite. This NXT is no longer interested in telling stories on its own terms. It is driven entirely by what AEW does.

It is not at all dissimilar to 1999 WCW trying its hand at the sports entertainment of the WWF.

CONT'D...(4 of 6)

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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!