Why three hours?

Simple one: why is Raw so damned long? It has clearly stretched the thin talents of the writing crew and burns out crowds, wouldn't it be easier to cut back it are they forced to maintain this awful practice by network insistence or for the extra ad revenue the hour gives them? It's just such an absurdly long time. Insight?

​USA wants three hours, so RAW is three hours.  Period.  There is literally no benefit for WWE at this point because they don't see the ad revenue anyway, and their entire business model as far as TV goes is based on TV rights fees.  So basically they have to bend over and take it.  ​