Story/character wise, not all of it is creatives fault (most of it is, but not all). Some of the guys and gals are fantastic wrestlers but couldn't pull off a childs play about sesame street if they tried.
Then (IMO) it is the creative teams job to write & craft the storylines
to the particular performers strengths.
So...if they are lacking in mic skills...don't have them talk on the mic.
Its pretty simple really. Its like coaching a sports team. You put every
player in the position that suites them best.
I agree with you that the quality of wrestling has never been better...
but the characters & stories are terribly bland & repetitive.
The WWE has all these talented performers & the money & production
values second to none...and yet they simply seem to be content to sit
on "autopilot" while only focusing on having a Plank of Wood get over
& be the face of the company.
Watching the 1st season of Lucha Underground was worst thing I ever did...
because now I can only dream & imagine of what the WWE could achieve
if they decided to embrace the more "theatrical" elements of wrestling instead
of their entire product (besides NXT of course...less is more) being a bland,
overstuffed white bread sandwich with a side of more white bread.