WWE being shit is kayfabe. It's shit because the Mr. McMahon character outlasted the rebels like Austin, Rock and Mankind and was free to transform his company into the boring and advertiser friendly show it is now. Everyone thinks the Austin heel turn killed the ratings but it was actually him turning on the Alliance that kept Mr. McMahon in charge and free to do whatever he wanted. This is one long real time storyline and Austin is the biggest heel of all time.