The MITB reminds me of a kid telling a good joke.
When he first tells it, the joke is funny. But being a kid, he hasn't learned self control, and starts telling the same joke to everyone in the room. By the time you've heard the joke half a dozen times, it's not that funny anymore.
MITB is a great concept. Win this brutal fight, and you get a shot at the World title anytime in the next year. Even the surprise that it can be cashed in when the champ's hurt and not ready is fine too.
But unfortunately like the kid with the one good joke, WWE creative keeps pushing the one idea down our throats, without even the pretense of changing it up.
You know that whenever someone wins the briefcase, they're going to hold it until the perfect storm happens with the champ being completely incapacitated in the middle of the ring. It doesn't even matter if the bell rings and the champ turns out not to be as hurt as first thought. The MITB winner will just grab his briefcase, hightail it, and keep waiting for his perfect storm.
They've used this idea for MITB so much, that it's been completely ruined. Even when they try teasing that they won't do it again (Daniel Bryan this year), they cop out and just do it anyways. It doesn't even matter if the MITB winner is a face or a heel. They're going to do the same thing... which is really odd, because the MITB finish is the least honorable finish they could use, and how much sense does it make to cheer anyone who uses it?
They can fix it though. Just start by setting some parameters.
- once the briefcase is handed to the ref, it's been used. Even before the bell has rung. If the champ turns out not to be completely incapacitated, then too bad.
- you can only hand the briefcase to a referee that is already in the ring... you cannot bring your own in. This way, if the champ is beat down during an interview segment, you cannot take immediate advantage (although you could make your announcement that you're cashing that night after the beat down - nice way to have a strong heel cash in)
- if you announce that you're cashing in on a specific night (ala RVD), then you get a bonus MITB rematch option should you fail. Kayfabe incentive to have someone use a different finish. You could even set it up so your initial challenge is just you and a partner who runs in beating the champ within an inch of his life... then immediately cashing in the MITB rematch you'd earned. Fresh way for a sneaky heel to get the win while picking up a ton of heat in the process.
- conversely when you announce your intentions, that's it... as in Daniel Bryan stated that he was going to cash in at WM against the champ. Boom, that match is now booked. No stating one thing and then pulling a swerve.
There's obviously many other ways they could breathe some fresh air into the concept, but the point is, that the concept does need fresh air.