I think it is a combination of both that makes wrestling work. Wrestling works when things fit in a certain pattern, that is absolutely obvious and while it has been mentioned and I've noticed on my own that every company has their own "formula", they also find ways to re-wrap the package sort of speak. The formulas are what makes us really appreciate the rarities like Lesnar that just take a huge dump on traditional match building. Lesnar does that because honestly, if he worked like everyone else he wouldn't be effective. Let us recall how it worked out when he WAS treated as everyone else back in the early 2000's. Jayme put it perfectly I think because this isn't just wrestling that this kind of formula conversation is in reference to, it is literally any form of storytelling. As humans, for the most part we look for and expect this rhythm of events to placate what we watch for. If the baby face didn't win the huge blow off every time, then wrestling loses it's luster quite quickly.