I was honestly shocked at this one...well not really that shocked, but still.
When I first heard about Swagger's plan to go undefeated for the rest of the year I thought it was actually an excellent announcement. It seemed like the perfect springboard into the main event for a guy like Swagger. And hell, it wasn't that much of a stretch, he only had a few months to go. They started him off beating jobbers (WWE's favorite thing to do) and he eventually started progressing towards actual superstars.
As soon as I saw the tension start between he and Miz, I knew nothing good could come of it. Obviously if you're starting a program with Miz, it's going to be a US Title program. I severely doubted the fact that they would have Miz drop the title any time soon so that obviously set off the loss bells.
The bigger problem, is why does WWE even bother committing to a storyline of this importance if they're just going to throw it out the window.
A. It's absolutely asinine booking. RAW's main event needs heels so badly right now. So what do they do? Instead of moving a potential main event heel into the picture they choose to feud him with the ALREADY heel U.S. Champ?
B. They blew it off like it was absolutely nothing. Over the past few weeks I could tell something was up because even Swagger didn't fucking mention it. And when he lost to Bourne on RAW, King simply said "Oh well, there goes his undefeated streak."
WWE has no one to blame but themselves for their failure. You know why story lines and gimmicks can't get over? Because they don't commit to them long enough without throwing them out the window. Yeah, who the hell would care that Swagger was beating a bunch of jobbers. Maybe if you actually booked the guy into some decent matches and had him come out on top people would give a shit.