Bobby Lashley was not untalented, guys. He could have been a major star if he had the right attitude, and he would have been because the WWE was jamming him right down our throats. The thing is, the WWE was so intent on pushing Lashley as a Superman babyface that he was bland and no one really cared when he was gone.
It all went wrong at December to Dismember, when the WWE decided that the ECW World Championship (then recognised as a World Title) would go to a babyface Lashley and he would carry the brand. I can understand that the WWE thought it was too early for CM Punk, and that they didn't want to put the title on Rob Van Dam; but pushing Lashley as a face on that brand was just counter-productive. Big Show should have been the first man eliminated by CM Punk (which Show apparently agreed to, as well), before Punk tore through either both Hardcore Holly and Test, or just one while RVD pinned the other. Punk and RVD then battle, and one eliminates the other, depending on who you wanted to push into the ECW World Title program heading into WrestleMania 23. To be perfectly honest, RVD would have made more sense at that point in time. So RVD pins Punk and then Lashley enters the ring and destroys RVD for a bit, but RVD makes a comeback before Heyman intervenes somehow and Lashley wins the match and reveals that he is Heyman's new puppet in transforming ECW into an "entertainment" brand.
At the Royal Rumble, RVD is competing in the Rumble Match and proudly announces that if he wins, he intends to use the title shot to compete for the ECW World Title. RVD doesn't win the match, however, as Heyman's security troops hit the ring and toss RVD out of the match as it looks like he's about to get some momentum going.
Heading into WrestleMania, the story is that Heyman will do everything he can to keep the ECW Title on his boy, and keep RVD a thing of the past. Lashley does manage to retain the ECW Title at WrestleMania 23, and Punk still wins Money in the Bank, leading to the next year consisting of Heyman trying to convince Punk to use the title shot on another champion and leave ECW for his own good.
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