And I'm fine with grudge matches ending in pinfalls, but only when the character motivations have clearly been fulfilled.
Take Punk vs. Jericho at Extreme Rules for example. Punk going for an inside cradle right off the bat would have been REALLY stupid. But 20 minutes into the match when Punk has battered and bruised Jericho and has clearly subdued him, I'm fine with just ending it there, especially as a face.
Unless you are some psychotic heel, eventually you do just want to end things and stop the war once you've clearly won.
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Thank you, Eddie Guerrero.
http://www.wwe.com/f/styles/photo_large/public/photo/image/2012/04/33_Moscow_04112012jg_02128.jpg