The brand should never have been brought back after the very first One Night Stand in 2005.
The follow-up show in 2006 made money, but only because it served as the platform for Rob Van Dam to beat John Cena.
Then Sci-Fi Channel was willing to give a test run for the brand ECW and they currently pay a lot of money for that TV show.
So the theory of bringing ECW back and making it profitable worked as a business move.
But the expectation from the audience that ECW was being brought back only served to be a monumental letdown.
By comparison, if someone were to resurrect The Beatles and say: “You know what, we want to make them more globally accepted, so we’re going to have a white guy, an Asian female, a Hispanic Bisexual and an African-American with a Scottish accent.”
In the land of WWE that actually makes sense.
But no matter how you look at it, it’s just not the Beatles.
