The lack of consistent storylines is the thing that I think is holding back wrestling more than anything. Raw and Smackdown are often completely re-written before they go on the air, Cedric Alexander went from feuding with AJ Styles for the US heavyweight championship to losing to Mojo Rawley on Main Event (which barely anyone watches). During the Roman is attacked storyline they introduced the idea that some random bearded guy did it, then the random bearded guy is never brought up again. Buddy Murphy beat Daniel Bryan, and went toe to toe with Roman Reigns, than he disappeared before challenging Aleister Black to a match. Daniel Bryan lost to a bunch of people, and now his feuding with Bray Wyatt over the Universal Championship.
AEW has a similar problem where people will change their gimmicks automatically with no explanation for the gimmick change. Why is Allie dressed as a Bunny ordering two guys to assault Cody Rhodes, why is Brandi Rhodes cutting people hair with the implication that she knows Vodoo, why did they wait several months to explain that the Dark Order is a cult,?