Ric Flair’s Criticism of Randy Orton’s Booking Signals a WWE Trend: Prioritizing Profit Over Star Power?
The wrestling world is abuzz with a familiar voice questioning a current creative direction. WWE legend Ric Flair recently voiced his displeasure with how Randy Orton, a performer he deems “the best male worker in the company right now,” is being utilized. This isn’t simply a case of an old-school veteran lamenting modern booking; it’s a symptom of a larger trend within WWE – and professional wrestling as a whole – where maximizing short-term revenue often appears to outweigh long-term investment in building genuine, top-tier stars.
The Apex Predator’s Plateau: A Case Study in Underutilization
For over two decades, Randy Orton has been a cornerstone of WWE programming. His longevity and consistent in-ring performance are undeniable. However, as Flair pointed out, since his King of the Ring win, Orton hasn’t consistently been featured in the main event picture. His recent pairing with Jelly Roll at SummerSlam 2025, while generating buzz, felt more like a novelty act than a strategic move to elevate Orton’s status. This pattern – sporadic high-profile matches interspersed with periods of relative inactivity – is becoming increasingly common for established stars. The October 3rd SmackDown loss to The Vision further underscored this point.
The Impact of the “Curb Stomp” and the Return Timeline
Orton’s recent absence, stemming from a Seth Rollins’ Curb Stomp, is a prime example of how quickly momentum can be halted. While injuries are part of the business, the timing and subsequent booking raise questions. His advertised return on December 5th at a SmackDown taping in Austin, Texas, offers a potential reset. However, a return alone isn’t enough. The key will be whether WWE capitalizes on his comeback with a compelling storyline that genuinely re-establishes him as a dominant force. The success of his return hinges on a commitment to consistent, meaningful booking – something that’s been lacking.
Beyond Orton: A Wider Industry Shift
Flair’s critique isn’t isolated to Orton. Across the wrestling landscape, we’re seeing a prioritization of celebrity appearances, cross-promotional deals, and short-term gains over the organic development of homegrown talent. The allure of quick ratings boosts and social media engagement often overshadows the need to nurture long-term star power. This is partially driven by the demands of the financial markets; WWE, as a publicly traded company, is under constant pressure to deliver quarterly results. Statista reports consistent revenue growth for WWE, but the question remains: is that growth sustainable if it comes at the expense of the product’s core appeal?
The Rise of the “Attraction” Model
WWE, and other promotions, are increasingly operating under an “attraction” model, bringing in outside stars to draw audiences rather than building their own. While this isn’t inherently negative – Logan Paul’s involvement, for example, has undeniably generated significant attention – it can create a situation where established wrestlers are sidelined in favor of temporary attractions. This diminishes the value of the core roster and ultimately weakens the product. The focus shifts from compelling wrestling narratives to capitalizing on pre-existing fame.
What Does the Future Hold for WWE’s Star Power?
The current trajectory suggests that this trend will continue unless there’s a fundamental shift in priorities. WWE needs to find a better balance between capitalizing on short-term opportunities and investing in the long-term development of its talent. This means giving established stars like Randy Orton consistent, meaningful storylines, and providing opportunities for younger performers to rise through the ranks. The success of AEW, which has prioritized in-ring competition and character development, demonstrates that there’s an appetite for a product that values wrestling as an art form. The December 5th return is a critical juncture for Orton, and a bellwether for WWE’s commitment to its established stars.
What are your predictions for Randy Orton’s return and WWE’s overall booking strategy? Share your thoughts in the comments below!
