It's not fluff, it's clickbait wrestling news. It's up to the viewer if you want to take wrestling news seriously. A push by WWE standards may not be the push you're thinking of. Knight for example, while stagnant, has been pushed in recent years. He's gotten title matches, won gold, and main evented weekly tv several times. That's a push. It's just not the 'beat Cody/Roman/Punk' for a world title push many would like to see. Many plans are often scrapped and whoever talks to these sites might just tell them so and so is getting something soon to give that site something. "Big plans" for Lyra might be her feuding with Bayley or an IC feud or something. I have a feeling in wrestling, someone's great idea in Oct is likely to change drastically by Jan.