Would you mess with that guy?
When Brock Lesnar returned to the company the day after WrestleMania, it brought the WWE some of the mainstream attention that Vince McMahon so desperately craves. The fans went wild, and the roof nearly blew off when he F-5'd John Cena without saying a word. The buildup was great—and then came Extreme Rules.
In his first match for the company in eight years, Lesnar should have gone over. Keep the match the same, except have Lesnar win.
Not only did the result increase the hostility towards John Cena and his "Superman" character, it made the returning former UFC champion look weak—not the legitimate badass that he is. Then he quit after breaking Triple H's arm. If you pay a guy $5 million a year for a handful of appearances, don't waste them. Instead of being the dominant monster heel who could attack anyone he wanted, anywhere, at anytime, Lesnar became a coward who threw his toys out of the pram when he didn't get his own way.
Add to the fact that one of the toughest guys in the world was reluctant to accept a fight with a part-time athlete and corporate executive, and the WWE killed all of his momentum.
His match at SummerSlam played out before a largely indifferent crowd, and even the clean win over Triple H was overshadowed by Hunter hogging the spotlight at the end. And then he quit again.
Using WWE's new toy Tout, the biggest mainstream star on the roster among sports fans quit through a video message. With Lesnar out of the picture until his dates need to be used up, WWE has left fans feeling ambivalent about his impending return. Lesnar should have been depicted as a dominant force who lets his actions do the talking, while Paul Heyman handled the mic work.
Having him tear a path through the roster would make each of his appearances essential viewing—maybe even for more casual fans—and his few remaining matches would bring in the pay-per-view buys.
Seeing as the only marketable superstars the WWE can picture him working with essentially amounts to Cena, The Rock, Triple H and The Undertaker, more of an effort should have been made to establish him as the unpredictable, devastating force of nature that he is, rather than the guy who quits every time things don't go his way.
So that's my two cents on who isn't being booked properly by WWE Creative and how easily it could have been different. Let me know what you think, because with the way things are going, it could easily become a regular feature!