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Even if every match doesn't have a storyline revolving around it, I need at least character development to come from it. That's why I've said before I'd rather watch a squash match than a technically sound match that means nothing. At least a squash builds up a character.
A couple years ago when Sheamus was World Champion, he had a couple great matches on Raw with Damien Sandow. There wasn't a story behind them but they worked simply because the characters were established and the matches told the simple story of where both guys stood. Everyone benefited. Sandow had been winning matches and looking great. Sheamus was looking unbeatable. They faced each other and Sandow took him to the limit but in the end Sheamus won, showing that he's still a beast and that Sandow isn't on his level but he's right on the cusp.
Now guys get pushed for a month, jobbed out, pushed for a month, jobbed out, etc. so much that nothing feels like it matters. There's your handful of main eventers and then there's everyone else in this big mess below them. If you're not a main eventer, you're part of that big mess regardless of the outcomes of your matches. Simply building a couple guys' momentum and then seeing how they fair against each other is enough. It's not like you even need complex, super creative storylines everywhere on the card.
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