It's just weird because if I'm Tony Khan, I'm very aware of what is happening, or at least the perception of what is happening. Yet, he never seems to get in front of anything and fix it. When you have that much money, when you're the guy in charge, you hold all the cards, you have all the power. But still, he does nothing. We've seen the reports that instead of thinning out the roster, he grasps at those straws because he doesn't want them going to WWE. That's the wrong reason to hold onto talent.
I don't know if you saw the reports of Buddy Matthews re-signing with AEW, despite months earlier wanting out, but that's what I'm talking about. Let him go and be in a company with his wife if that's what he wants. Instead Tony Khan throws so much money at him that he can't say no. And no offense to Buddy because honestly he's one of my favorites, but how much money is he realistically worth in AEW? I truly think the House of Black is still one of the few good things about AEW, so this isn't me poking at Buddy. But was Tony that afraid of him going back to WWE that he just opens the checkbook? That isn't solving the problem.
Completely agree - the first thing Khan needs to do is let all of the people who have been griping about AEW leave. A lot of them have legitimate reasons to complain, admittedly, but keeping them around doesn't solve anything. Is Buddy suddenly going to be utilised now that he has a bumper contract? Unlikely - and it's now clear he's just there for the money. Great way to build morale. It's not like Buddy going to WWE is going to significantly dent AEW in any way, or boost WWE, so why would it matter if he leaves? If anything they need to be letting the unhappy, failed WWE lower/mid-carders go, not keep them around.
AEW needs to
drastically streamline the roster. Completely retire ROH - nobody cares about it. Bin Rampage - nobody cares about it. I know it's probably a network obligation to keep Rampage at this point, but speaking solely from a 'what needs to be done to improve' things perspective, that show needs to go.
All they need is Dynamite and Collision alongside quarterly PPVs. Basically what they had at the beginning, plus Collision. A YouTube show like Dark would be fine as well. Cut down the roster so that you have enough to flesh out those shows, and no more than that. Ditch all of the ex-WWE "stars" that haven't moved the dial at all or helped draw. They're just wasted money, when Sonny Kiss and Joey Janela realistically did as much if not more for the company whilst being paid far less.
Meanwhile, also cut 80% of the titles in the company. Having a title on practically every wrestler just waters down the concept of being a champion. It's lunacy. All you need is the heavyweight title, a couple of mid-card titles, a tag team title and a lightweight/cruiserweight title. That's it - the absolute maximum required. It can be less. If you want to occasionally bring in another champion from another promotion to defend a title (NJPW or CMLL for example) then fine, but YOUR company doesn't need a thousand championships. Five required at a maximum - six if you must. All storylines should have the titles as the centrepiece in some way - doesn't mean personal rivalries can't be weaved into the story, and they absolutely should be, but always focus firstly on the ultimate goal of being a champion. That should be the goal of pretty much every wrestler in the promotion. When almost every wrestler walks out with a title on their shoulder, what is the point?
Look at WCW in its peak years. The nWo were all about the titles - particularly the world and tag team titles, as well as the cruiserweight when Syxx was in the group. You also had Curt Hennig as US champ for some time. The only title they never gave much of a shit about was the TV title, but that gave wrestlers who weren't really involved in the nWo storyline a title to fight over - Booker T, Fit Finlay, Disco, Saturn, Benoit, etc. Almost every storyline in WCW revolved around a title, or fighting to get to a position where the wrestler would get a title shot. Of course you had the odd personal grudge match or feud where no title was involved, and that's fine, but it was the exception rather than the norm.
Structure is the word of the day here. Simple storyline structure and coherence. Reasons for wrestlers doing what they do. Motivation. Realistic stakes and consequences. It isn't
that difficult - even the best bookers in wrestling history weren't exactly geniuses. They just knew how to do the basics really well. Khan complicates everything to a ridiculous degree and makes the product confusing, incoherent and bloated.