They give it to someone in the storyline. The WWF/E has been careful with it's belts in the past and given them to people involved in the storylines. It's better than WCW and them changing the title belt every week.
Actually, traditionally the WWF/E has had one or two PPV quality matches a year on their major programs (Raw/SD). Most often they occur almost as far away from Wrestlemania as possible. Probably to keep the interest in the company until months later the big PPV can finally push the company back up.
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One day an Englishman, a Scotsman, and an Irishman walked into a pub together. They each bought a pint of Guinness. Just as they were about to enjoy their creamy beverage, three flies landed in each of their pints. The Englishman pushed his beer away in disgust. The Scotsman fished the fly out of his beer and continued drinking it, as if nothing had happened. The Irishman, too, picked the fly out of his drink but then held it out over the beer and yelled "SPIT IT OUT, SPIT IT OUT, YOU BASTARD!"
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