Q says we are watching a movie.
Vince McMahon says that he basically makes little movies with every match. In WWE wrestling, the key to their match-making or "booking" is to tell a story through physicality.
To tell this story, or any story you need a protagonist and an antagonist. Anons refer to them as either White or Black hats. In the wrestling lexicon known as "Carney" they are called Babyface or Heels. The most common formula to tell this sort of story is to have a babyface challenger contest a series of matches against a heel champion. This is known as a feud. Usually the babyface will be put into a non-title match against said heel champ where after a back and forth battle, the babyface pins the heel clean. This is always shocking to the heel who claims it was a fluke win. Next match we are treated to another back and forth battle, but this time the heel will somehow cheat to win. Because the rules are stacked in favor of the champion, the title cannot change hands due to a disqualification.
After another series of matches where the heel wins through fuckery, a babyface authority figure will grant the babyface challenger a title match with some sort of stipulation. This is known as a "money match". There are two outcomes possible. Using the advantage of the stipulation (no dq, cage mach, etc) the babyface will overcome the odds and win the title or….The Dusty Finish.
The Dusty Finish is named for the late great Dusty Rhodes. While working as both Booker and a wrestler, Dusty would often book the match so that after the babyface is dominating for almost all of the match, the ref will either inadvertently or deliberately be knocked out or "ref bumped". As the two wrestlers continue another ref runs into the ring, the babyface recovers and pins the heel clean. Just then the original ref will come to, and overrule the second ref and declare a disqualification on the heel, causing him to retain the title and screw over the babyface, enraging the "marks" (fans not smart to the business) and allowing the feud to continue, leading to another money match where the babyface finally prevails.
There are two types of wrestling fans. Marks and Smarks. A smark is a fan who understands Kayfabe, but suspends their disbelief and enjoys the show anyway knowing that everything is predetermined. Marks however, believe what they are watching is real.
Sound familiar?