GAB also had a blood feud in Eddie/Rey.
JBL isn't the only one at fault. The entire brand is a turn-off right now, not just one guy.
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Except after Judgment Day, the steam was taken out of the feud. Rey had beat Eddie twice in a row. GAB and now Summerslam is just stretching it thin. JBL was credited as being the lowest drawing champion of 2004, so I don't see what have changed since then. He's still in the main event, at NWO it was against the Big Show in a foregone conclusion and GAB against Batista in what I personally think was a foregone conclusion. JBL is not a draw. You can say the whole brand isn't a draw, and the reason is because the wrong guys are on the top. If a strongly-booked Eddie was in JBL's spot, I am willing to bet there would be at least 50K more buys each time out.