In 2002 when the brands separated the idea was to always go to separate pay per views. So when that finally happened in early 2003 it made sens. Two brands, two world titles. No reason not to right? You could still accurately gauge who drew you money, who the fans wanted to see and who clearly didn't have what it took.
The only issue to this theory was that feuds lasted way to long sometimes, and lack of depth per show.
But if everyone's hopping shows at will, and now there's only one pay per view for everyone to headline, it might be time to rethink having two world champions.
What people don't understand with having two world titles is that you are burning through the number of viable contenders extremely quick. It's not even been that long for each, but Morrison, Swagger and others are being talked about as guys who need to take the title next. Why are we so quick to jump onto the next new batch of champions?
The WWE doesn't have the talent anymore to keep pushing new guys into the top bracket. This isn't 2002 anymore, where there were at any given moment at least 5 different future or current world champions on each brand at one time.
If you want to talk about real good draws there are only 4, and a case for 5.
Undertaker, HHH, John Cena, Batista. And often times Edge's ppv's don't drop in buy rates, so that's a positive thing. But men like Jericho, Orton, Swagger and sorry to say, even Punk (though it's odd to say a three time heavyweight champion hasn't really had the change to main event a ppv) don't have the character depth to make people want to tune in and drop 40 bucks on a ppv. I'm not saying those guys suck, I'm just point at ppv's that have been headlined by these guys. Yes I know Swagger's yet to main event a ppv, but it's safe to say he's not much of a draw (yet).
If WWE wants two world titles, then they need to make it less of a circus. There are to many FORMER world champions. And since the WWE puts a belt on anyone now a days, come the big ppv's, there's no new world title contenders for that show!
More on this later....
But case in point; If you want two world titles, go to two separate ppv's. If you don't want two separate ppv's then drop the brand split and just unify the world titles and the women's title. But not the U.S. and I.C. Back when WCW and WW'F' were successful, both companies had a third title, the T.V. and European belt. So you can use the U.S. as the 3rd line belt.