A very good article, and I agree, it was hard for the ATP to come up with anything new to sell this rivalry. Most of us are still hooked on watching the 3rd set at the US open.
I do wonder how many men have lost the No. 1 ranking by winning a tournament, in the final defeating the very man who would supplant them. I cannot be that common.
It happened even higher up the tournament food chain! In 1999, Agassi became world #1 after a defeat to Sampras, who became #2 - after the Wimbledon final!