Storylines, hands down. Let me tell you an example of how storylines make wrestling oh so much better.
Andre The Giant vs Hogan. Was it a good match? Hell no. But it is arguably one of the most talked main events in history, it will always be remember.
Big Show vs Hogan at Memphis Wrestling: Yeah, this match happened. I am just reminding you as you probably forgot about it already. Now tell me, what was different from this match and Hogan vs Giant, hey, in this match Hogan also slammed The Big Show...
I'll tell you the difference. Giant and Hogan had a massive storyline behind their match, and that storyline by itself managed to took a mediocre match and made it the most remembered main event arguably in history.
Also, if I would want to see men pretending to fight just for the fact of watching them pretend to fight, it seems very stupid.