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Think it was because of no one else being as big on internet and social media platforms than he was at the time. The title itself was more of a gag for his show as if he couldn't get the US or any other title, he was going to claim being WWE's internet champion.
WWE's Youtube channel was older but more of just a place for them to upload some clips while others had lots more followers on social media mainly because of their status. Wasn't until after Z! True Long Island Story took off and Ryder using social media to his benefit that the WWE started to really invest in Youtube shows and social media in general.
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