Bret didn't reach Hulk/Austin/Rock level in the US, but worldwide he was the most sellable thing the WWF had until Austin, particularly Europe where they were trying to expand into heavily through TV deals and European Rampage tours. I grew up in the 80s/90s in the UK - Bret was bigger than Hulk ever got here. He could still sell out a European Rampage tomorrow just cutting promos. Watch Summerslam '92 and then tell me he "bombed" as a main eventer.
Business was different in the mid 90s than it was in the 80s or the late 90s/00s, they were breaking new markets and Hulk wasn't the guy to do it (or a guy that wanted to either... he didn't even bother
coming)... Europe didn't buy the whole "Real American" schtick as a positive. We wanted Warrior, Taker and Bret.
Ok, so we were wrong on Warrior..