During a recent episode of Busted Open Radio, Bubba Dudley (Bully Ray) compared AEW wrestling to Facebook when it first became the cool thing. Perhaps a strange comparison to make, there is some truth to what Bubba is saying, depending on how you look at things.
Ray described the popularity and buzz surrounding AEW as something that has the "coolness factor" to it. All of the founders — Cody Rhodes, Kenny Omega and The Young Bucks — have that cool, almost rebel-like factor to them as well. Because of this, they are gaining steam and were able to sell out their Double or Nothing event in May (12,000 tickets) in under four minutes.
Ray then compared AEW to Facebook recalling how when Facebook was first invented, they wanted to stay cool so they refused to advertise on the site. Guys like Mark Zuckerberg didn't know exactly what they had in Facebook, but they knew it was cool and AEW is growing in the same way.
This is hardly to suggest the AEW will ever be as profitable or as big as Facebook, but that for now, while they don't know exactly what they are and how they'll grow, the best thing to do is keep that coolness factor about them. With only one major event being promoted and no television deal, they can't afford to come off looking like some sort of "traditional wrestling company." The idea should be to stay rebellious, play off the fact that they are underdogs doing something no one has ever done and gaining steam that way.
What This Means
If AEW agrees with Bubba and sees themselves in a similar light, it will be interesting to see if they go after bigger names like Batista, The Undertaker or Goldberg. Instead, by signing guys like Dean Ambrose (who rebelled against WWE by refusing to re-sign), they can keep up that persona of the guys who aren't going to be told what to do and are unique.