Attitude era wasn't planned at all. Both WWE and WCW(prior to the NWO) were borderline unwatchable at times.
Thus, leading to the rise and popularity of ECW.
It wasn't until WWE was losing the ratings war, at a good clip, and decided to borrow some ideas from ECW to use on a grander scale. Which is why Vince struck up a deal with Heyman and kept the company on the payroll. Not sure how long but I think until they finally landed a national TV deal.
Without it, they could have gone under long before they actually did. WCW was taking guys left and right from ECW while WWE more/less had some type of agreement.
I lived through the entire attitude era and there was plenty of awful stuff throughout. The corporate ministry comes to mind. It's just overshadowed by the highs in that era.
In addition, things are completely different than now. It was the last time WWE had real competition and they weren't restricted by toy contracts as they are now. Also worth pointing out that Jerry Springer was extremely popular back then.
I agree about the "unwatchable" factor but I disagree that it was not planned. Considering that Hall/Nash left by May 1996 and by June and almost right away they started pushing the envelope. You've got the Austin 3:16 promo by June 1996. That summer ECW starts working it's way in -and as you eluded to started to borrow from them. There was the Pillman's got a gun segment by November and I'd say by March 1997 the Attitude Era was not only officially born, but it was growing. WWF was gonna keep pushing the edge. The only thing missing was a name for it.
By March 1997 they shot a new title video with emphasis on explosions, violence and put Marilyn Manson with it, used their metal music (done by Anthrax's Scott Ian no less) blasting as loud as possible after the intro, built a brand new "grunge" equivalent of a stage set that had the biggest fireworks display you'd ever see at the time, renamed their show "RAW IS WAR" with a completely new logo and had their biggest star go on a profanity laced tirade just 2 shows into this new era. By November of 97 we get the new WWF logo and a name for the revolution.
I imagine doing this would have taken no less than 6 months of careful planning and consideration prior to March 1997 -namely due to how expensive such a makeover would cost. I don't find it any coincidence that this all happened just in time for Mania 13 because it was gonna be the WWF's biggest possible payday.
I think it was concerted effort that took time to evolve and eventually (and reluctantly) Vince shifted from family friendly wrestling to Jerry Springer. We have to keep into account that Vince McMahon thought Scott Hall made up Razor Ramon on his own because he didn't know who or what Scarface was.
To your point, WCW was snatching guys left and right and I think as soon as Hall and Nash left Vince saw the writing on the wall and said, "Man... what the hell am I gonna do about this now?" I watch the evolution of the show and it's so drastic even by the spring of 1997 that I'd liken it to Charlotte getting a sex change operation and then turning into Seth Rollins.