WI: Æthelred the Unready never becomes King of England

What if Æthelred the Unready had never become King of the English? How might history have been different?

My two cents worth:
No St. Brice's Day massacre thereby removing Sweyn's cause célèbre > no Danish conquest and ultimately no Norman conquest.

Or not - given the context of a renewal of Danish raids there may be a reaction similar to OTL's St Brice's.

Depends who does.

If Edward the Martyr is still murdered, and Ethelred dies, they'd have to search around a bit to find a king.

Talk about unlucky - you murder the rival king only to have your candidate die on you.
Most likely candidate would be Ealdorman Æthelweard - purported descendant of Alfred's brother Æthelred.
 
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