I'm actually of the mindset that ... well, I'd like it if it were all more like this:
Wrestling is more like mma in the sense that really just about anyone has multiple ways to finish a fight. Big Country's been nothing more than an overhand right for years now but he has multiple submission wins under his belt. But wrestlers are more aware of the showbiz aspect, and they know that a popular finisher = money.
So, they're not ending matches with their big move out of necessity - but basically as a marketing tool.
Which is part of why they hold out until their opponents are beaten up to bust them out. Otherwise, why not just immediately go for your finisher until you hit it ? Because it's just a move. But you want people to think it's more than just a move, so you wait until you're sure just any move would do the trick, but you make that move not a good move, not a bad move, but THE move.
Okay I had to throw that last line in there when I saw I'd basically painted myself toward it anyway, but for serious - yeah, you're just trying to sell t-shirts and put butts in seats, is the idea.