Vince McMahon recently made the call to downplay the sexiness of the WWE Divas again. He made a similar call back in the spring, but it lasted for about a week. Some believe that he's trying to book WWE in a more family friendly way since the kids audience has grown significantly while the adult audience has fallen since the Benoit murders. Internally, there is concern that the portrayal of the women as sex objects could backfire with so many major media pieces coming. Vince said that they are looking to attract viewers from every demo and for the creative team to not be short sighted in who potential viewers are.