He's held the title for most of the year, but still doesn't feel like a big deal
WrestleMania XXVI was a landmark event for the WWE. Not in the sense that it was a particularly good show (it was average), but rather because it marked a huge shift in the company’s roster.
It was the final WrestleMania that Batista or Shawn Michaels would compete and the last one that The Undertaker and Triple H would enter as full-time performers.
Following this, almost every established top star would gun for the WWE Championship, leaving the World Heavyweight Championship to be contested over by newer stars (Jack Swagger, Alberto Del Rio) or older stars that were never long-term main event performers (Kane, Rey Mysterio).
The one exception was Edge, who held the title from December 2010 to WrestleMania XXVII when he defeated Alberto Del Rio in what would be his final televised match.
Following Edge’s retirement and with the exception of Randy Orton, the title has been held exclusively by upper-midcard stars.
Christian, Mark Henry, Alberto Del Rio, Sheamus, Big Show—talented performers, but none whose star power matches that of stars like Undertaker, Triple H or Shawn Michaels. This was also around the time the Nexus tried to take over the WWE and had zero interest in SmackDown or its world title.
Don’t be mistaken, there have been some outstanding feuds over the title. Christian and Randy Orton had a meaningful rivalry that produced consistently fantastic matches, for instance.
The problem is, none of these feuds were presented as the premiere attraction in the company; that distinction was always given to the WWE Championship feud—or whatever rivalry John Cena is involved in.
It's fine for one title to tack a backseat to another for a short period of time, but the impact has been devastating to the big gold belt.
If I said the blue brand’s title would be defended in the main event of WrestleMania XXX, you’d say I was crazy.
In fact, recent history suggests that it’s more likely that the match for the World Heavyweight Championship would go on first and last less than 30 seconds.