Raven was leaving soon too, the belt wouldn't have done them any good on him.
The title had to go on RVD with the Awesome feud. Alas that's when Rob got hurt. They gave him a hell of a buildup, and you can argue that it should have gone on him sooner...but I think things would have picked up if he got the belt from Awesome, just bad timing.
I liked Justin as champ, but they screwed it up with Tommy too bad. Where as Tommy didn't want the title, the fans wanted him to have the title, and they should have put it on him.
While I don't think having the name ECW will help or anything. I'd just love to watch an honest to God wrestling show without a McMahon family member, HHH 15 minute promos, or the same "puppies" commentary I've been hearing for years.