RE, If you're talking about casual fans then yes, moves do make the man and the match. But most casual fans won't pick up on many, if any storytelling elements. Look at the early days of UFC. Most MMA or grappling enthusiasts loved Royce Gracie, but the popular fighters were guys like Tank Abbot and Don Frye, who just went there and fucked people up with their hands. It's the same reason they booed the hell out of the Shamrock/Gracie superfight, because it was 30 minutes of them having a chess match and circling each other with very little action.
I think the IWGP Title match between Hiroshi Tanahashi and Hirooki Goto is a great display of storytelling. Goto had been mowing down everyone in his path, but then he gave this interview about how much the title meant to him, and they showed a bunch of photos with a young Goto with Shinya Hashimoto and Antonio Inoki, and the crowd was totally behind him. Tanahashi added to that by doing a bunch of arrogant heel stuff and working over Goto's leg a bunch and really getting the crowd riled up. It had zero to do with big moves or anything like that. They reacted because the arrogant champion was being an asshole. Goto started busting out big moves toward the end and the crowd reacted, but not because of his bombs, but because he was finally handing it back to Tanahashi.