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This is when things started to really go south for the championship. Swagger wasn't over as a heel when he won the title and he was never pushed as champion during that title reign. He was still just another midcarder on RAW and lost more matches than a US champion should lose. In a surprise twist Santino Marella ended that title reign on the 5th of March. Santino himself had had an incredible face run on Smackdown which lead to him being the last wrestler eliminated in the Smackdown Elimination Chamber match on PPV. He received a pretty big pop when he won the title because it was so unexpected and fans liked seeing the underdog win. The problem was that WWE continued the underdog run for way too long. He had many fluke wins in the following months and he has also had many big loses including a one minute squash to Alberto Del Rio.
The United States Championship currently does not mean much at all. You could argue that the Tag Team Championships actually have more prestige at the moment because they are defended in quality matches on RAW and PPV. Something desperately needs to be done with the title to save it from being thrown on the scrapheap. With RAW heading to three hours in a couple of months time they are going to need a strong midcard to make the show watchable and so the United States title is integral to the success of the three hour RAW experiment.
How would you save the US title?