Thoughts about the United States Championship

I was very surprised the amount of air time that the US championship got this past Monday night on RAW. I can't remember the last time they spent so much time on THIS belt. Not saying that it was a bad thing. That's what they should do for every...almost every title anyway. Build a story around the title. It's not that difficult, especially if the 1# contender has as much heat as Zack Ryder does right now. It would be good to have an actual rivalry for the U.S. title and the intercontential title as well.