The only reason that the feud between Sheamus and Cesaro isn't the worst thing on Raw right now is because Titus O'Neil and Darren Young exist.
For some unknown reason the WWE writers decided that despite the Irishman and the Swiss having had too many boring matches together over the last couple of months, the crowd wanted more of the exact same thing.
That is how we have ended up with the best of seven series that absolutely no one cares about or wants to see.
It is a frustrating situation because both Cesaro and Sheamus are talented workers. Unfortunately, we have not been able to invest in their matches because there have just been too many of them.
It also seems like the booking for this series is following the usual WWE trope. Sheamus, the heel, has amounted a seemingly unassailable 3-0 lead.
If this goes to form it will be followed by the plucky Cesaro battling back to take a 4-3 victory and win the mysterious "future title shot" that was added to the feud when the WWE first realized no one really cared about it.
Instead, the company should step away from this formula. The next match is scheduled to take place at a live show on Wednesday. Cesaro should lose, and then he should lose his mind.
He should tear the place apart the way Nexus did when they first attacked John Cena. Officials should come out to stop him and he should destroy them too. Sheamus doesn't have to turn face in this situation, it is all about taking Cesaro away from his bland persona and giving him a crazy, loose cannon vibe.
The WWE doesn't currently have a character of this type. The closest is Dean Ambrose, but he has become bland and uninteresting with the title. Cesaro should be unpredictable, interfering in matches and fighting with an extra sense desperation after losing his title shot so convincingly.
If this series of matches goes the way WWE usually books then no one will care. If, however, they can use it to make Cesaro a lone wolf (a real one, not Baron Corbin) that is on the edge, then they may be able to salvage something from what has to this point been a colossal waste of TV time.