To create some buzz, and make them look like stars?
I have no problem with hyping Kane or Undertaker returning, but jeez, it would be nice if all of this hype and speculation ended up being for someone new and gave them a head start in getting over.
I don't understand why they got away from that and insist on treating new guys like geeks from the start. Then they wonder why nobody gets over. Rmember in the 80's and 90's, every new gut got a hype video for weeks before they debuted. It created anticipation. Its up to the talent to carry the ball from there, but shit, at least they weren't starting from their own 10 on 4th down.