This isn't really true. I can remember a good while back, I went over WWE's financials. No idea why now, but probably because I like that kind of stuff, and get curious. My memory is sketchy, but I do remember things beginning to distinctly improve in their financials beginning 2005 (in comparison to 2003/2004 which took a nosedive of sorts), and that was due to a combination of things (licensing, live event revenue etc.). Live attendance also increased steadily, which is probably the greatest evidence that both Cena and Batista did draw well, since they were basically your two leading stars across two different brands, and from what I remember WWE was doing several live events with both brands. It was also pretty damning of Lesnar, who evidently, really wasn't doing well back then so I've no idea why I see this constant idea of him being such a big star back then, because he clearly wasn't. Although, that's not a surprise since he wasn't a face, and was around for all of two years.