After what was a truly dramatic night of pay-per-view action, the WWE Universe is still trying to piece together exactly what went down during Sunday night's Money in the Bank main event.
First, Roman Reigns saw his World Heavyweight title taken away from him by Seth Rollins, only for The Architect to lose his grip on the belt after mere seconds as Dean Ambrose crashed the party to cash in the briefcase he won earlier in the night.
And now, as the dust begins to settle, a rumour has emerged that could explain just why, after pushing him for so long, the WWE hierarchy saw fit to take the title from Reigns at MITB and give it to The Lunatic Fringe.
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Speaking during an appearance on last night's Wrestling Observer Radio show, via Wrestling Inc, Dave Meltzer suggested that the WWE may have finally been forced to pull their relentless support for Reigns because of recent attendance issues.
A recent Wrestling Observer Newsletter report which revealed that 'A' and 'B' shows - the two rough categories for live events - had been pulling virtually the same crowd numbers despite Reigns headlining the supposedly more glamorous 'A' events, and Ambrose being left to be the face of the 'B' nights.
Building on that, Meltzer added:
"Last month the 'B' shows with Dean Ambrose, that were often in smaller markets, were drawing just as well as the 'A' shows with Roman Reigns.
"Roman Reigns is drawing really bad. Before he wasn't, but now he is, so now it's an issue.
"Does that mean that it led to this [title change], or is this just another way to get Roman Reigns more over, because that's been the goal for the last however long? Time will tell."
One argument that has often been made by those supporting Reigns during his tough recent run with the title is that, while fans might not be backing him with cheers, at least they remain interested enough in him to boo his in-ring work.
By the sounds of the latest figures, however, even that interest is on the decline. As has been said countless times before by ex-Superstars, the real issue in the WWE isn't whether people love or hate you, it is whether they care about you.
Unfortunately for The Big Dog, he might have just reached that breaking point.
Ambrose, on the other the hand, has clearly proven to the WWE hierarchy that he has enough star power to bring in the crowds.
As the new champion, he will have a lot more opportunities to do that on a bigger stage than the mid-card or 'B' category live events he's been used to recently.