I tend to like shorter matches, as in 10 minutes at best, when they are actually competitive. Matches like Oney Lorcan vs Drew McIntyre move at an insane pace and it look vicious from bell to bell.
However, I get why they aren't so common nowadays. Sprints nowadays usually feel like special matches, much like your 40 minute epics, and having both of those types featured weekly pretty much kills the impact they can have.