SummerSlam 1997 Match Stipulations?


I was just going back on SummerSlam 1997 the other day.  What was the deal with all of the top matches having some kind of stipulation to them?  I.E.-Bret Hart not wrestling in North America if he lost the WWF Championship, Steve Austin having to kiss Owen Hart's ass if he didn't beat him for the I.C. Title, The British Bulldog having to eat dog food if he didn't beat Ken Shamrock, etc.  Did they think nobody would be interested in the line-up without those stips or something?  
It was apparently heavily influenced by Jim Cornette on the booking team at the time.  That's basically his thing.