there just recycling the old nwo angle from wcw. i think that was even worse.now wwe is recycling that gimmick with shield after dropping the nexus gimmick.
Physicality has a threshold; meaning there comes a point after which you can't go any farther. I think that limit has been pretty well established with much of the incredible match choreography and the insane high-risk falls, bumps, and other stunts we've seen since the 90's.
But, bookers/writers are responsible for coming up with "material" for the talent insofar as gimmicks, angles, dialog, character development, etc.
Sad.