Let me explain the new logo. It’s the last piece of the puzzle. The attitude era—Shawn Michaels, Steve Austin, JR, Blood, Coarse sexuality and violence, etc, etc—is over and done with. We’re back to how we were in the 80s. We’re a cartoon again, and everyone is very, very happy about that. The logo is the last thing to go. Remember what I said yesterday about changing the ship around slowly? Welcome to the new era. Smarktards need not apply.

Now, we can’t actually go back in time. And you’ll notice two things about our new PG era that clashes with the 80s version of us: for one, our characters aren’t 1 dimensional. Our top guys—Edge, Jericho, Cena, Orton, Punk, and Mysterio—are all very layered and realistic. We’re not trying to insult your intelligence. There also won’t be any idiots with birds.

The second thing, though, is that we’re actively trying to focus on character development and the creation of “moments” and stories that keep you around, rather than necessarily having spot-fest matches. Like my wife said in her campaign speech: we’re a soap opera. Deal with it.