WWE's even steven booking doesn't help matters, either.
They're damned if they do, damned if they don't. Use shenanigans to protect the loser, it's even-steven booking and the E is afraid of clean wins. When someone does go over clean, the reaction is that the loser's buried and might as well be off TV for a month.
Example; classic formula for a 3-way feud is to have a paper-rock-scissors round robin... i.e. Cena beats Punk, Punk beats ADR, ADR beats Cena, all on consecutive nights leading into the PPV. You couldn't do that because after the FIRST friggin' show, "PUNK GOT BURIED!!!!"
So how do you get around it? Cena beats Punk because ADR interfered, Punk beats ADR because ADR gets pissy and walks the ramp, taking the countout, and ADR beats Cena because Punk distracted him.
Kind of a bad example because ADR is really nothing more than a heat magnet who's only involved so the fans can be split between Punk and Cena but still have someone to universally hate.
Tonight, excepting post-match shit, Punk went over ADR clean without a finisher, and I loved it, simply because I had no idea it was coming. Boot upside the head, ADR hits the floor, 3 count. The 900+ near falls in a lot of WWE matches do NOTHING for me because I know if it wasn't preceded by a finisher, it means nothing. This one threw me off. Minus the promos, it was an ok show. Everything related to Trips was horrid though.
Hell, I even saw a successful back body drop! I don't think I've seen one of those in 8 years. It's always boot to the head or sunset flip anymore. Cena appears to have dropped the Thesz press in favor of a much more realistic boxing combo that I kinda liked.
Shaemus had a REALLY bad spot in the battle royal where he failed to get over the ropes... I hate how they absolutely REFUSE to abandon a spot that didn't work out. Supposed to miss the brogue kick, get tangled up in the ropes, and fall over onto the apron. Instead he was sort of balancing himself on the ropes, trying pathetically to NOT look like he was falling over them on purpose. DROP THE SPOT, get there a different way, don't compound the problem by spending 10 minutes looking like a damn idiot! Sheamus is definitely my favorite in WWE, but that spot was horrid.