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I get that, but when you're going for a big surprise, and you go with Devon, that's not the good kind of surprise.
Would Jeff Jarrett or Eric Bischoff be any better? Maybe the obvious turn of Bully Ray? The insanely overdone Hulk Hogan turn? I think Devon's pretty much the best way they could go there, outside of a huge name that could debut or something (and the only one out there is John Morrison, who would be a really awful leader of a stable). Maybe Joseph Park morphing back into Abyss, but he's way better as Park and that would have been weird.
A GM/owner can tell a good story (see: Vince McMahon), but the WWE doesn't need one now because everything about the product is so heavily structured as a corporation that the idea of a wrestler/diva running the product makes no sense and adds nothing to the story.
Seriously either go back to the roster split or unify the belts. I think it'd be best to unify the WWE and WHC, then have someone like Evan Bourne win the US title and refuse to defend it against guys bigger than him and turn it into the Cruiserweight title. Then you have a belt for guys like Bourne, Kidd, Slater, Del Sol, Nevile, Zayn, Sin Cara, Tatsu, Gabriel, Woods, Ryder, etc. You've also got better guys competing for the IC title then too, making it more prestigious.