I'm an advocate of stories that make sense. I really don't think they have to be edgy or push any envelopes. WWE being PG has never been a problem IMO. The problem has always been that the stories are not compelling. They rarely make sense, the characters motivations are weak, and most of all they change them from week to week.
As far as matches are concerned, we've been conditioned to believe that wins and losses do not matter. Therefore, they can have all the wrestling they want, but nobody is going to be interested in anything outside of a world title match.