The last 10 years of booking of Big Show is a slap in the face to all big men.
The proper use of Big Show goes back to the simplest formula. He's a carnival act. Come see the biggest man in the world. Now come watch a bunch of guys try and take down the biggest man in the world.
It's easy, repetitive and always draws. WWE decided to go with another easy, repetitive process but it doesn't draw.
Let's book Big Show as the big deal to try and get people to buy the pay-per-view. When it comes time for the big match―crickets.
WWE has wasted several opportunities with Big Show. They've profited by putting him up against athletes from other sports at WrestleMania. They've profited off using his image to do PR for the company. Sadly, there's much more profit that could be made, which, for some reason, has been neglected.
When he was fired in mid-May by John Laurinaitis, it was another chance to bring Big Show back and attempt to erase the years prior of bad booking.
Instead, he returned as a heel, fought Cena in a steel cage in the main event and lost. Shocker.
This is what should have happened: Big Show returns after a few weeks of being gone and unleashes pain on every babyface possible—Kofi Kingston, Zack Ryder, Santino Marella and every other face who means something to the fans.
He goes on a tear, eventually wins the World Heavyweight Championship and puts everyone on notice. Now you're back to the basics of booking. Biggest guy in the world who is the champion―who can take him down?
Since he'd be holding the World Heavyweight Championship, it wouldn't have altered plans of CM Punk having this long title reign he's still currently involved in.
With Big Show as world champ on Smackdown, where the younger audience traditionally is watching, you have a good booking situation.
The best use of Big Show was when he came out of nowhere, aligned with Paul Heyman and was ECW Champion in WWE's version of the extreme promotion. He beat Rob Van Dam, the most beloved face who is associated with the ECW tradition. It was a shocking moment, it garnered attention and he was booked appropriately.
I'm not sure what it says when the most logical use of Big Show was in the promotion/brand that WWE used as a throwaway in many ways while they capitalized off the letters “E-C-W.”
Big Show recently took some more time off, where we hadn't seen him since August. He returned on the latest episode of Raw to give a knockout punch to both Brodus Clay and Tensai.
Time to begin Round 14 of Big Show being booked as a giant until the next pay-per-view. Wash, rinse, repeat.