Italy is probably the prime example of a team that has nothing to play for in a world cup. They are never good enough to finish top-2 in the group, while at the same time being significantly better than the other 2 teams they face, so they're a lock to finish 3rd every time.
I would love to see a shield/bowl/plate format that gives these countries something to play for.
Imagine this. The group stage ends. France, New Zealand, Ireland, South Africa, Australia, Wales, England and Argentina go through.
The Shield bracket will see Italy, Scotland, Georgia and Samoa play for a trophy
The Bowl bracket will have Namibia, Tonga, Fiji and Japan
The Plate bracket has Uruguay, Romania, Portugal and Chile
What makes this entertaining is that there is a really good incentive to try and win a game and finish 4th instead of 5th, or 3rd instead of 4th (which there kinda already is with the automatic qualification for the next RWC of course, but still)