There might BE creative ideas to do with the Rumble, but no one at WWE seems to want to use them. The average Rumble usually has the following:
1. People who stopped wrestling for the company years ago coming in for a nostalgia pop.
2. Comic relief quick eliminations.
3. Someone eliminates a ton of people to hopefully increasing crowd response. (The Diesel Push. Amazing how different wrestling history would be if any other big man other than Kevin Nash had gotten the job in 1994 of clearing out the jobbers.)
4. The match stops dead when the last four people are left. Odds are someone points at the Wrestlemania sign. There are two heels and two faces left.
5. One of the final four is the guy who has been pushed as the new top guy since Survivor Series if not Summerslam.
WWE has made everyone so generic and having such similar movesets and doing scripted promos that the Royal Rumble now has no personality. It's like setting up WWE 2K15 to do the Rumble with all computer controlled characters. They don't look at who is over BEFORE the show and build from the Rumble to Mania. It's the same thing year after year, and people are so tired of it unless it's an out of the blue choice getting elevated from nowhere or the rarest of things, the guy who got over on his own and got buried like Bryan, the end result is 100% guaranteed to annoy the crowds. WWE has become risk averse in the past decade anyway-it's why the Money in the Bank title shot booking is always the same, and why we're speaking confidently that Rollins is going to walk out of Mania with the belt because we just know he's going to cash it in on a weakened opponent. They're stuck doing the same things over and over again to the same audience that doesn't mind it, rather than going utterly mad. There's no WAY to go utterly mad. No one's allowed to be the Rock or Steve Austin or DX's version of HHH anymore. Hell, even Bray Wyatt's been turned into "the guy who sings about having the whole world in his hands and everyone holds up their phone when he comes in." Bland, boring wrestlers with storylines that don't take any risks. It's why I've stopped watching.
WWE needs to blow itself up and start again. John Cena's been the face of the company since 2005. And he had to be neutered and made dull to the point that half the crowd turned on him. Just time for a massive change.