At last night's Elimination Chamber pay-per-view, Jack Swagger rose from the ash he was buried under like a phoenix to win an opportunity to compete for the World heavyweight championship at WrestleMania XXIX.
As a preface to the primary argument of this article, I should note that I'm very happy that Swagger won the chamber match and that WWE are investing in the future of a younger, mostly untapped talent.
However, the problem is not with Swagger but more with WWE's general unreliability. Swagger's win last night could and should propel him to superstardom, but it's more likely that it will just further devalue the World heavyweight championship.
SmackDown's world championship is already in a bad state. Alberto Del Rio is a good champion, but it seems that WWE just isn't that interested in it anymore. The last two pay-per-views have been opened by World heavyweight championship matches, as have the last two WrestleMania's.
Of course, a match's place on the card doesn't necessarily correlate with its importance, but in this instance it does.
At last night's pay-per-view, the World heavyweight championship was the fourth-most important match when there were only six bouts advertised. It should either have been first or second, but it was fourth.
In the last year, the World heavyweight championship has often been the third-biggest match on the card, behind the matches Cena and Punk were in.
As if that wasn't bad enough, the gap in importance placed on the WWE championship and World heavyweight championship matches is pronounced to say the least.
Do you believe in WWE's ability to book Jack Swagger?
This year's WrestleMania will be absolutely stacked with huge stars. Matches featuring The Rock, Cena, Lesnar, CM Punk, Undertaker and Triple H will all be placed higher up the card than the World heavyweight championship match.
It's important, then, that the World heavyweight championship represents the best of SmackDown. That's why putting Swagger and Del Rio there is a bad idea.
It's not that the two don't deserve the spot or that they won't put on a good match, it's that to the WWE, this won't be the biggest SmackDown match.
The matches with Randy Orton and Sheamus, or the match between them, will be far more important to them, so that's the match that should be for the World heavyweight championship.
I should clarify again that I'm not suggesting that I'd rather watch Sheamus vs. Orton than Swagger vs. Del Rio, because I find the second match so much more interesting. The problem is that unless the World heavyweight championship is contested for by the stars WWE are highest on, the title will suffer.
We don't need to think long and hard about an example that proves this.
Last year's biggest SmackDown match was Randy Orton vs. Kane. The World heavyweight championship match was Daniel Bryan vs. Sheamus. In a perfect world, the title match would be given more time and attention because it's for the title, but we all know how that played out.
The World heavyweight championship has had a tough year, and it's hard to believe that WWE will give Swagger and Del Rio the opportunity to help build its value back.