It's a huge problem.
But then again, that is just how WWE does business these days. They don't seem to understand the need to promote things anymore. Just look at the Rock for instance - they have done a terrible job of plugging the shows he is going to be on, the week prior. It's as if they just assume that people know and should just know that this movie star (WHO IS NOT NORMALLY ON THE SHOW) will just be there.
With the Rumble, it's as if WWE gets lazy and thinks the name just sells itself. Just because it's an annual event, doesn't mean you don't treat it like it's a big deal. It's a HUGE deal, and basically all segments on the show, at whatever level of the card, should have to do with building towards it. Instead Raw just feels like the more canned shit we get week in and week out.
Yup. I don't like the excuse that the match doesn't "need to be built". Neither do a lot of matches. I mean, Michaels vs. Undertaker didn't really need
to be built. Stone Cold vs. The Rock at WM 17 didn't need
to be built either. Yet they were, and they were much better for it. It's just creative laziness. It's making the audience/viewer do all the work. "You
should know it's a big deal; why should we
have to build hype/tell you about it?" That's pretty much the attitude of Vince and/or creative right now. Notice how it doesn't require that they do jack-shit. All of the onus is on you, the viewer.
It's pretty sad that we've come to a point where one of the most basic aspects of pro-wrestling (if you treat something like a big deal, fans were think it's a big deal) isn't even practiced anymore, but hey, here we are.