What would you like them to do? If they do anything that looks attitude era ish people flip out that it's a rehash. They aren't heavy in top notch performers like they once were either....
Multi-directional storylines.Non-linear outcomes.Something complex,like the Harts/DX/Austin feud (an example).I remember when just about all storylines inter-weaved with each other.On one level it can appeal to the mainstream,and yet on another appeal to the smart crowd.
Unfortunately things like this probably won't be booked in a lonnng time.....there are certain formula's that the WWE doesn't use anymore. 1 they don't have a polarizing figure, they've decided on Cena as "their guy" but he surely isn't polarizing or supported by everyone. Also to do that you have to book heel groups as strong, give them title runs and such.
Right now the WWE is most about sending the audience home happy, not long term heel title runs. No heels (other than H) are even allowed to portray badass heel characters. They are all chickenshit types the WWE uses the chickenshit heel more than ever. Right now all the heels are just cannon fodder for the big faces, unless you are Edge on Smackdown without any big star faces to beat you.
When was the last time they actually tried to build a heel and gave him a long reign that got him over? Triple H they went out of their way to make him...now it's like they don't care they just need a flavor of the month to keep the Cena Machine running.