Anybody whom has ever watched WWE consistently knows that Vince likes to showcase things that he develops. A superstar whom has gained a name with another organization is usually repackaged. There is nothing wrong with this of course because its Vince McMahons right to market his company however he see's fit. ECW is a prime example of McMahons dislike of keeping products going within his company that he did not originate.
ECW was a organization that had gained a audiance through its hardcore style. The brand had a very passionate fanbase and also served as almost a developmental territory for McMahon. It was responsible for shining the spotlight on Superstars such as Jericho, Benoit, RVD, Taz, etc. The wrestlers that it produced were top noch talent that could work a crowd and put on a good show. Years after it no longer existed RVD gave McMahon an idea to have a reunion show. What followed was two very successful PPV's and a couple of DVD's that sold very well.
The problem with WWE and the ECW brand started when McMahon resurrected the show. McMahon completely changed the brand and eventually fired all of the ECW originals. The most devestating move by McMahon was also to fire the creative genious behind ECW Paul Heyman. Anybody can argue that the ECW originals did not all fit in with the WWE but the point is that something special could have happend.
Anyone whom see's the original one night stands can see that the show's had momentum. WWE fans tuned in who had never seen the ECW product and were given a great show. The tipping point came when RVD won the title from Cena in the WWE ring. This gave the ECW brand credibility within the WWE. Of course the brand ultimatley failed despite pulling in some good ratings for SyFy's standards.
The rebranding of ECW is not a altogether bad thing. Knowing the nature of the wrestling buisness it might turn out to be a great move by WWE. The only thing that is disturbing is the way in which the ECW brand is going out. McMahon announces that they have a few show's left and leaves the audiance and performers in the dark. If the the new program NXT Gen will have a new cast then why continue the ECW storylines for three weeks if they will not lead to anything. Why should Christian pretend that he has a title that has any worth for three whole episodes.