RAW's ratings could be noticeably higher by consistently making PPV-quality main events and announcing them a week in advance, like tonight. The roster is deep enough to support doing this. Maybe they're finally getting it.
PPV-quality main events should be saved for PPV's, with rare appearances on free TV. Ratings are pretty irrelevant, except when it comes to re-upping TV contracts. They don't get money from advertising.
Personally, since I don't order PPV's, I like seeing the big matches on free TV, but from a business standpoint, it's best to get fans to pay for those matches.