I saw an Al Snow interview where he said that most of the stuff identified as a false finish aren't really false finishes because for it to be a false finish, you have to actually think the match is going to end. Crowds don't bite on those moves.
But worse yet, every big match now you have guys kicking out of the actual finish and when it doesn't happen it leads to confused response. I remember Brock beating Braun after one F5 and everyone's reaction was "wait, that's all it took?" We should've never been conditioned to expect more.
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