In the summer of 2008, WWE began distancing itself from the edgier content of years past, going with a more conservative approach. On July 22, 2008, all WWE programming transitioned to a PG television rating, with the 2008 SummerSlam event being the first pay-per-view event held under PG ratings. Although the "SmackDown"-brand TV shows were always held under TV-PG ratings since inception in 1999, in 2008, "Raw" TV shows, which were broadcast in TV-14 ratings, started to be broadcast under TV-PG ratings. While fans would dub this the "PG Era" early on, references from wrestlers themselves would come later such as Triple H in his "Thy Kingdom Come" documentary and Natalya on an episode of "Table for 3". Another most notable example was that John Cena's famous finishing move, the "F-U", was renamed "Attitude Adjustment". Intentionally blading, which was common until then, became forbidden in the WWE. John Cena remained the top star of the company during this era. New superstars Sheamus and Alberto del Rio also registered notable success during this period, winning the WWE Championship in the years 2009 and 2011, respectively. Also in 2009, D-Generation X reunited and would win the unified WWE tag team titles from Chris Jericho and The Big Show in a . A rivalry between straight edge CM Punk and drug addict Jeff Hardy in 2009 over Hardy's real-life drug addiction issues received critical acclaim, and after Punk forced Hardy to storyline quit the WWE, Punk would form the villainous stable Straight Edge Society that would feud with fan-favorite Rey Mysterio throughout 2010.