Frankly, if you look at both the big picture and the little picture and all the backstage news, it's a lot clearer that they've changed directions a bunch of times and shifted gears based on ratings/buyrates/national news/what signings they could make or couldn't make/crowd reactions. It's not a straight line, but a crazed wavy pattern of doom.
I can see how people who haven't been following the news/shows could think that it's all a slow build and a big plan but from those who are paying attention it's much more obvious that WWE is reactive on almost all of this, not proactive. They try to make what they feel is the best decision at each point, but how they got there is a jagged stumbling mess.