Many were expecting something in the vein of Punk's shoot in 2011. It's the way society is, no fault to anybody. You give them Star Wars, they'll eventually want Empire Strikes Back. They'll probably get Return of the Jedi, and it will be decent, passable...but it won't be perfect in their eyes.
I'm not a fan of hyping up these "big moments". There's so little to do in the creative process when you're booking around 2 or 3 big moments a year, and letting everything else coast until you get there. What made CM Punk's huge moment last year such a shocking event was both its simplicity and the feeling of randomness. It seemed uninspired by the current story, so it felt real and everyone flipped their shit. If you're going to throw a surprise party, it's best not to have everyone parked in the driveway, so to speak.
I think WWE has done a fine job in the last year of providing some interesting stories, and I was content with the way this summer panned out. The Lesnar/HHH story wasn't near as good as it should have been - in my opinion anyways - and I still like polarizing, shocking heel turns instead of these wishy-washy slow "let the audience decide" characters, but on the whole I think they're doing a decent job. Raw is in Chicago tomorrow; should be a great show.