Jim Ross cites Vince McMahon's hesitation in Goldberg's 2003 WWE title run

Jim Ross has commented on why WWE leadership, specifically Vince McMahon, hesitated to award Goldberg the World Heavyweight Championship during SummerSlam 2003. According to Ross, the reluctance stemmed from the fact that Goldberg was not a ‘McMahon creation’ and was signed to a one-year contract, which limited the opportunity to build a long-term professional relationship with him.

During the SummerSlam Elimination Chamber match, Goldberg eliminated three opponents before ultimately losing to Triple H, who utilized a sledgehammer provided by Ric Flair. Ross noted that while the match finish protected Goldberg from a clean loss and showcased his strength, the booking reflected a hesitation to fully commit to a performer who did not rise through the WWE system like previous stars such as Stone Cold Steve Austin.

Although Goldberg eventually defeated Triple H for the title at Unforgiven the following month, Ross suggested that the momentum generated during his SummerSlam performance was interrupted by the decision not to crown him champion that night.