Like I said before, Triple H's insistence on completely stripping Austin Theory of his personality is what killed his heat.
Yeah, yeah, "funny don't make money" - blah, blah, fucking blah! Fuck you, Cornette, you out-of-touch old fossil.
You can make someone more serious without completely erasing everything about their character. Instead, Trips took a sledgehammer to what made Theory work.
It was a jarring transition that made absolutely no sense. It's a joke whenever someone talks about WWE chasing Emmys, because this is a perfect example of Bad Storytelling 101.