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#2 To make the product on RAW different from SmackDown and NXT
Since SmackDown made the switch to FOX, and NXT became WWE's third official brand, there has seemingly been some change in the way WWE operates. If you take a look at how storylines develop on SmackDown and NXT, you would have realised that their approach is pretty different from RAW.
There is a reason for that, obviously. Vince McMahon wants the three brands to have their separate identities. While SmackDown will be known for its sports-like approach to professional wrestling, NXT at the same time will be known for it's exciting and fast-paced wrestling action similar to the indies.
That could be the reason why Vince McMahon wants RAW to be different from those two brands, to offer something different to the WWE Universe on Monday Nights. With this storyline, he is definitely blurring the lines between PG - 13 and the Attitude Era, but maybe that's what he wants. McMahon and Heyman want RAW to offer something unique and this particular storyline might be their way of implying that.
