While WWE had been slowly moving towards a more family-friendly format before it, Vice News writes that this was accelerated after the Chris Benoit double murder and suicide in 2007.[3] Bryan Alvarez and Lance Storm of Wrestling Observer Newsletter attribute the move to TV-PG as a result of WWE appealing to sponsors.[4] Then-WWE CEO Linda McMahon described the transition away from TV-14 as a "cradle to the grave" approach to appeal to younger viewers and encourage brand loyalty.[5]