The 24/7 Championship may be a joke to some, but it's proven time and time again that it gives WWE big numbers on both YouTube and social media platforms.
The concept could have easily jumped the shark by now, but there is one consistent that is making it a hit - and that is R-Truth.
A veteran of the game, Truth has come into his own in 2019 as a major factor behind the belt's success, and he's proven in the past he can do the comedy schtick well.
It's been a running feud with 205 Live GM Drake Maverick though that has proved popular with fans, with the running joke being Maverick unable to consummate his marriage with his wife because he keeps losing the title.
Truth has found creative ways to win the championship back every time. He's defeated Jinder Mahal at a golf course and on a plane over the Red Sea, downed Maverick at his own wedding and he even disguised himself as the King of the Ring statue to pin Maverick a few weeks ago.
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In recent weeks, both Boston Celtics player Enes Kanter and the Mayor of Knox County Glenn Jacobs - better known as Kane to WWE fans - have dethroned Truth.
But his defeat of Jacobs on Monday saw Truth equal Ric Flair and John Cena's prestigious record of 16 world championships won - even though the 24/7 Championship isn't a world title, it is in the mind of Truth.
And that record was officially broken earlier today in the capital of the Philippines - Manila - after he lost the strap to the lesser-spotted EC3.
According to WWE, Truth immediately won it back, which would make it his 17th reign with the title.
If there is no title celebration on Raw this week to crown Truth more successful than Flair and his 'childhood hero' Cena, then what was the point in all of this?
One can also only wonder how many reigns WWE are actually going to give Truth - there's only so many ideas that they can exhaust in a short period of time.News Now - Sport News