Deflection in the Ring: How WWE Projects Its Flaws Onto AEW

When the biggest name in wrestling shifts the spotlight to avoid facing its own shortcomings, a question was asked in one of my podcasts: Covalent TV. The hosts brought this question up, and I started thinking about it.

For decades, WWE has stood atop the wrestling world like an untouchable colossus, you know the "INDUSTRY STANDARD!" However, since the rise of All Elite Wrestling (AEW) in 2019, that dominance has been under pressure. While WWE still commands the biggest global platform, cracks have been showing -- creative inconsistencies, fan frustration, declining ratings for RAW, and a growing disconnect between management decisions and audience expectations. Instead of addressing those issues head-on, WWE has often chosen a different tactic: projecting its weaknesses onto AEW.

The "Blood and Guts" Critique: A Convenient Smokescreen

One of the most public examples came when WWE executives mocked AEW for being "too violent" or "too focused on blood and gore." The irony? WWE has its history of bloodbaths -- from the Attitude Era to ECW's integration into the WWE. But by pointing fingers at AEW's hard-hitting style, WWE conveniently distracts from its struggles with storytelling quality and character development. This is a projection tactic: AEW is too extreme, translates into: Please do not notice how uninspired and safe our product has become.

Accusing AEW of "Hotshot Booking"

WWE voices have criticized AEW for hotshotting title matches or rushing feuds for quick ratings pops.

Again--pot, meet kettle. WWE has often been guilty of the same, especially when panic sets in (think Goldberg squashing The Fiend or title changes out of nowhere before Saudi shows). WWE has long played the short-term game when ratings slide, but AEW gets blamed for the same approach in a different context. This is a projection tactic: AEW lacks patience in storytelling, translates into WWE has lost the long-term booking touch, and we are deflecting.

Downplaying AEW's Momentum

Even when AEW has a hot angle, a sold-out crowd, or a record-breaking gate (All In at Wembley), WWE-affiliated voices often rush to minimize the achievement. These voices use the narratives of "it is not competition, it is a niche," "it is not a war, or our ratings are still bigger." This feels less like confidence and more like insecurity. WWE clings to numbers to avoid addressing qualitative differences. AEW may be the smaller company, but it is innovating and connecting in ways WWE has struggled with for years, especially with its hardcore fan base. This projection tactic: AEW is not real competition translates into WWE is threatened, but we cannot admit it publicly.

Criticizing Talent That Leaves A Promotion

When a wrestler jumps promotions - from Cody Rhodes to Bryan Danielson to Jade Cargill (yes, even back to WWE), there is a narrative war. AEW's talent is sometimes portrayed as "ex-WWE guys" or "castoffs," while WWE's signings are "major coups." This spin is all about ego control. WWE wants to frame every departure as inconsequential and every signing as a victory, even if it contradicts reality. It is about optics -- not facts! This projection tactic: AEW only thrives on WWE leftovers translates into 'we are losing talent and cannot afford to look weak.'

Fan Division As A Marketing Strategy

WWE benefits greatly from tribalism. When fans debate WWE vs AEW online, the chaos often favors WWE. WWE executives and loyalists subtly stoke this division to keep fans arguing with each other instead of asking harder questions -- like: Why is RAW often so directionless? Why are midcard titles still underutilized? Why does NXT feel more compelling than SmackDown? This projection tactic: AEW fans are toxic translates into let's make the fan war louder than the product criticism.

Final Bell: The Real Issue Is Not AEW --- It Is WWE's Mirror

AEW did not create WWE's problems -- it exposed them!

For years, WWE operated without meaningful competition, leading to complacency. AEW's rise is forcing WWE to evolve -- but instead of fully embracing that challenge, WWE sometimes deflects and projects. It is a psychological defense mechanism, not a strategy. Fans are not blind. They see the difference between genuine momentum and corporate spin. If WWE truly wants to stay ahead, it needs to stop blaming AEW for its woes and failures -- and start fixing the creative cracks from within.

Because at the end of the day---the biggest opponent WWE faces.... is itself!