I agree with most of what Stale Poster had to say. And I also believe I said the old Shine-heat-finish story line was just a basic formula and did not have to be strictly adhered too. Its just a model and there are dozens of things that can and should effect the formula.
Wrestlers position on the card > A monster heel may be being built up against a mid carder. Thus the proposed monster would probably dominate. Maybe give little to nothing in the way of hope spots. And the heel never acts scared. All makes since. Just keep the match short because no one wants to see a 15 min. one sided match.
Two Superstars collide > Think Randy Savage Vs. Rick Steamboat here. This match screams out a 50/50 split in on top time. Or close to it. Randy can throw in a bit of cowerdouse if he chooses, or he may decide not to. In this match it may be a character thing for Randy. He may feel it would hurt his image to be a chicken shit. Though I seem to recall the Macho Man being a chicken shit from time to time. If he really thought being a bit of a chicken shit was too detrimental to his caractor he may have inserted a couple of what I will call "astonishment" spots. Macho can sell astonishment after a great display of athletic moves by Steamboat. Im thinking this would set the same tone as the chicken shit spot without making Macho a chicken shit. There is always a way to work around things.
I could go on. Some faces like Morton love to sell. Building up to an explosion. Others keep the match 50/50ish.
I do think a lot of what ppl see on TV is not really what the wrestlers are trying to get across. And we ourselves sometimes forget this. We see a boom boom boom match on TV and think, well, this guy is a star and he probably knows what he is doing or what Vince wants his product to be. When in reality the two TV stars may basically working what some of U are calling old school, day to day (house shows),and only doing the quicker, spot fests do to short TV times.
But aside from all this, and U can call it old school if U like, but the "formula is still worked to this day. And not just by old farts like me.