Their problem is that their wrestlers have no clear direction, whether that's revenge, a feud for someone or something, or the title.
2003.
Big Show takes out the Undertaker in late 2002, then takes out Lesnar, sides with Angle and Heyman (not a random move, Lesnar needs face turn and he was already showing he was out of control so Paul was irked). Angle then takes care of Benoit who is not just snuck in the main event at RR, it's years in the making (ever since Wrestlemania 16 you could say, but more specifically since when him and Angle were both to Smackdown in 2002). Heyman needs to deal with Lesnar instead, who takes out Big Show, who is then left out? No, he forgot Undertaker who is back to mess him up. Is it over? No, A-Train helps him, setting Undertaker for a WMania match. Lesnar takes out Angle who is out of action. A month that needs filler? Let's make a tournament to put the new guys over and setting up new midcard feuds (Rhyno vs Benoit, Taker vs FBI). Cena comes up, he's perfect because he was heel, trash talks more than he can chew so he can talk big and get beat up just fine. And now that he's out? Big Show wants revenge for Armageddon and the RR still, so let's have him fight Lesnar. Angle is back? Now it's a three-way. What about A-Train? He's not done, he is still set on Undertaker, so you have their SS match. And Lesnar? He's mad Angle got the title, so he drinks Vince's koolaid and turns heel. He finally gets the title back, but what now? Guess what, Undertaker hasn't forgotten Lesnar from 2002 and he's back for more, but now Lesnar got Vince behind him so he's outnumbered. Ok, let's get Stephanie behind Undertaker, it was already a thing in 2002 so. And so on, all the way into Survivor Series, where they also have continuity by having Hardcore Holly come back to smash Lesnar, leading even into a world title match months later.
EDIT: look, here's how such an insignificant thing was built up 12 years ago.
And all of this does not even concern the midcard (US title, Eddie and Benoit, long time believable feud, Rhyno and Benoit, another one, Tajiri being the wildcard from ECW and Japan also), or Rey Mastrio, Billy Kidman, Ultimo Dragon etc. Right now, all WWE has is "let's pull something out the ass as of why Bray Wyatt may have a beef with Rawmen Reins or Taker" and the Shield members going back and forth in a limbo trying to remember whether they love or hate each other to death.