Unfortunately, they have far far too big a roster to do it, but I've been against the brand extention since day 1 for one reason and one reason only. I think that having certain guys on certain shows limits the creativity of the writers massively, as well as resultantly de-valuing the split titles like IC and U.S title belts because you quite simply have more oppertunity or chance to win the top belts in the company giving less hard fought reigns and less of a reaction when someone does win a belt.
What I'm talking about is when there is one title belt, you have all guys eligible to compete for it actually competing for it. That means rey mysterio and big show fighting against john cena and randy orton, which is so much more interesting than them having to just fend off lesser competition and get unjustified title wins. You also, more importantly, have the opperunity to have ANYONE feud with ANYONE, that doesn't actually increase possibilities by a factor of 2, it's hard to explain but the number of possible feuds then increases geometrically so you end up having more like three times the possible match-ups that were previously possible, but this only comes from feuds involving 3 or more people.
But end of the day, Vinny mac did it initially for a reason and unless the reason he did it is no longer there, there is no commercial inducement for him to go back on what he started. And lets be clear, WWE does make more money the way it is now, there is no reason for it to change other than some guys wanting it to, it is just unfortunate that this fact contibues to WWE sacrificing the quality of programming for more moneyz.
--------------------------------------------------------------------------
I agree totally, since I too never liked the idea of the brand extension. Not only does it limit feuds (and probably why we see the same guys fight each other numerous times), but it is insulting our intelligence as well. When the barnd extension was done, it was like "two competing brands" , trying to emulate the "Monday Night Wars". The only problem was, it doesn't matter whether Raw or Smackdown have the better show, as they are both still WWE. It doesn't have everything riding on it like WWF/E and WCW did, when they competed. The fans can't buy into brand supremacy, unless, eventually , one show wins the final fight between the two (like WWE untlimately won the Monday Night Wars).
Having one brand makes titles mean more, creates fresh feuds, allows more contenders for titles, and would make WWE interesting again. I would move everyone to Raw, and have 3-hour Raws every week, to allow enough time for PPV build, and for as many people to appear or have matches. The unused talent can then be on "Superstars" (which can be like "Heat") where they await a call-up to the main show, meaning that you have to "earn" your spot on "Raw", making a superstar's appearance on the show mean more.
The brand extension had some life for 2-3 years. But it has been going for eight years now, and is growing tired. WWE needs "freshening up" right now, and ending the brand extension will do that. But I don't think it will hapeen anytime soon, because Vince wants the advertising revenue from a second show.
Also, consider this. Maybe Vince is keeping the brand extension going, because he anticipates needing it, if TNA folds (which could very well happen, sooner rather than later). The rosters may suddenly be more crowded, if Vince signs Kurt Angle, A.J. Styles, RVD, Jeff Hardy and others from TNA, if it died and was bought out by WWE. Then a brand extension may be needed again.