WWE promoter Vince McMahon states that the Attitude Era of the 1990s and early 2000s was the result of competition from World Championship Wrestling (WCW) and forced the company to "go for the jugular". Due to WCW's demise in 2001, McMahon says that they "don't have to" appeal to viewers in the same way and that during the "far more scripted" PG Era, WWE could "give the audience what they want in a far more sophisticated way".[1] WWE says that the move to PG cut the "excess" of the Attitude Era and "ushered in a new era of refined and compelling storytelling".[2] John Cena was face of the company during this time, despite receiving a mixed reception from the audience.[2]