I think it started to go down hill a little before then actually. I stopped really paying attention when Stone Cold and The Rock left. Say what you want about those two, but they were the WWE/WWF in the late '90s earlier 2000's.
Once they left I don't think Vince has really thought of another plan or anything. He just keeps using HHH, Cena, Orton, Legacy for everything lately. They come up with something else? I feel like the last 3 months have been Orton/HHH/Cena for the title. What about Kane/Taker/Jericho just someone other than the big 3 right now.