Why do none of the wwe.......?

why do none of the wwe world title contendors who arent in the title picture go for the intercontinental and USA titles? instead of just leaving them to inferior young talent. WWE thinks that just handing them the title will build them up, but its who u beat to get the title that is more important. hell Santino freakin Marrella who wears a dress now has held the prestigious intercontinental title twice, when so many greats used to feud for it before him. so it will actually be an accoplishment to win the title again for the new talent, and give something to do for the superstars just outside of the title picture, like HHH, HBK, The UnderTaker, and more. Chris Jericho is doing it right and i hope he wins to raise the title's prestige a little bit to a higher cl of superstars that compete for it.