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TV matches are generally so short now that there's barely any time for false finishes nine times out of ten so they just go with the move that's going to get the pop.
On PPV or attraction matches you do get a fair amount of matches that don't end with a "finisher". Cesaro beat Miz with a school boy on Smackdown a few weeks ago. Punk's won with the elbow drop several times and he also beat Bryan with a superplex, Ziggler beat Orton clean with a superkick at Survivor Series etc etc.
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