TNA .... WHY?

I'm catching up on a few episodes and I am seeing one theme here.... TNA is building all the current storylines around .... ego trips.   Yeah,  all of them. ALL.

Um... why?

Are the members of creative on holiday? 

Wouldn't a storyline around say revenge or the belts make more sense then one for more tv time?  At lest, space them out a bit.

And here I was few weeks ago, getting slightly excited thinking we had new members on the creative team, but it seems it was only for that one week.

Please, hire new writers... Please!