I find so much of this discussion humorous because so many of you obviously only know of the Montreal Screwjob by what you have read on wikipedia and seen on forums. You didn't witness it first hand or you were too young to remember what really happened. Likewise, many of you are obviously too you young to remember the beginning of the WWF's attitude era, or what WWF was like before then.
Bret was always a midcarder. He may have been a high midcarder, but he was a midcarder. Michaels, HHH, and Austin were the main agents of bringing in the WWF's attitude era. Bret was feuding with Austin at the time. He was the face. This was when faces were baby faces and heels were heels. Funny thing was, people started cheering for Austin, the heel. That wasn't supposed to happen.
I respect Bret's skills, but he was never the money maker people like HHH and Michaels were. Really, how much money do you think the WWF made selling those $4 Hitman sunglasses? Compare that to the DX merchandise over the years.