The brand split was at its best in 2016-2018 whenever they had separate brand exclusive PPV’s ... for several reasons IMO
1. It gave far more opportunities for more talent to be featured on each show every week instead of the same 15-20 people.
2. It spread out each brands PPV slots to once every TWO months instead of once every four weeks. The storylines had more time to play out and felt more important.
3. It made the brand rivalries feel real when the big 4 PPV’s rolled around that featured both brands.