Divas are shallow ratings draws, though. Those are just people channel surfing and see women fighting and are like "hey what's this" then flip away after they get bored of it. John Cena same thing. I doubt most of these people who cause the ratings spike last the whole segments, even. It's just a cycle of people tuning in for a minute or two when they'd normally dash right by, which causes the rating to get an artificial boost.
The solution isn't to make those aspects more prominent-- it's to keep them around, but make the product more interesting to keep people watching. And I'm convinced the thing there isn't a lack of stars but a lack of storylines. There aren't really any good storylines these days. There are "this wrestler was used well" and "this guy cut a good promo" and "this guy had a good match" which are fine in a vacuum but doesn't get people interested in watching the whole show, or watching next week.
I feel the announcers are also largely to blame here-- without a guy like Tony Schiavone hyping the goings on when it isn't relevant, or Jim Ross yelling about everything, it doesn't make things seem as exciting, so people aren't as likely to stick around. Josh Matthews is a good announcer, but only because he can do PBP and keep the annoying personalities in check. You need three components in a good announce team-- PBP, Color, and HYPE. WWE does PBP if Josh is there, Color if Booker (and King on a good night) is there, but all the other announcers are a waste of space quite frankly. And Cole is a waste of space to the point where it's annoying.
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I tried to have a fierce rivalry with SuperNiceDog, but he made me look worse than a GameFAQs Contest!