They just have to juggle the stories.

The Brock shit, for the most part, works largely because Brock's not there every week to LOL CENA all over everyone. Then on the other hand, you see every other PPV match (especially the tag division) played out five different ways even in the runup to like a GABF.

They've done OK when they go to "local talent" to build ppl up (Braun's build worked perfectly for exactly that reason -- even if it did give us fuckin Ellsworth).

Basic problem is that they think they're building conflict by having most storylines include escalating interaction. The problem is that they're just exhausting that conflict until the majority of the viewing audience doesn't give a shit any more. Granted, the Summerslam main is the exception, because holy shit did the match pay off, but you're not going to be able to do pullapart-pullapart-pullapart-HOSS with every angle.