In the build-up to No Way Out, McMahon had re-signed the New World Order, who started a feud with him after (kayfabe) Austin refused a beer gift. Problems in the backstage creativity were however then seemingly beginning to surface. Austin was reported as being unhappy regarding Hulk Hogan's return to the WWF, and was reported as refusing to lose to Hogan in a proposed match at WrestleMania X8, while Hogan reportedly told McMahon the same regarding losing to Austin. Consequently, the match was re-billed as The Rock defeating Hogan, whilst Austin defeated Scott Hall, climaxing his feud with the nWo.
In a surprise altercation the next night on Raw, Austin refused to show up and took a week-long break without the company's consent, claiming exhaustion. McMahon claimed his actions caused fury among fans who had paid to see him that night. Austin returned on the April 1, 2002 episode of Raw, the first of the new "brand extension" era. The show was centered on which show he would sign with, and he ultimately chose Raw. Austin entered a feud with The Undertaker that resulted in a number-one contender's match for the WWE Undisputed Championship at Backlash 2002, which Austin lost despite having his foot on the rope when he was pinned. He would later be betrayed by Big Show, who went on to rejoin the nWo, and Ric Flair. Austin then defeated Big Show and Flair in a handicap match at Judgment Day.
In an interview on WWE television by telephone in May 2002, Austin stunned the company and fans by launching a verbal attack on the direction the company was heading in and slated the creative team for not using him the way he felt they previously did. The commentators struggled to keep Austin's opinions on a neutral wavelength, leading to the WWE apologising to fans for the outburst and stated it was not part of Austin's current or upcoming storylines. McMahon responded a week later on the same show playing down the outburst, claiming that Austin was merely the type of wrestler who was occasionally difficult to work with.
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