Titles are marketing tools nowadays. Also, a fair amount of wrestlers refuse to carry through with any sense of effort as far as consistency with their characters go. They have huge bank accounts, so the most amount of effort you'll see from them is how many reps they'll get through at the gym and NOT how their characters should act or feel after a certain event or match. They treat RAW and Smackdown like TV shows more than actual wrestling shows. The scripting on commentary as well as how the WWE feeds their talent to the press for generic interviews/carpet moments should be evidence of this.

It's called entertainment now for a reason and honestly, you shouldn't be looking at anything beyond NXT for a proper wrestling show (as far as WWE is concerned) anyway. Vince has made it clear that he wants his product to be absorbed as a weekly drama rather than a sporting contest. I don't watch the weekly stuff anymore, if I hear about something crazy happening or the like, I'll just check out highlights on WWE's YouTube channel and I recommend you do the same. Much better than expecting some grandiose change every week only to be disappointed. The only thing consistent with WWE for an actual wrestling fan is disappointment.