Yeah, but your ass had better pay for all those beers though, Melvis. Now that you're a "King" and all
As for me, I think I share a great deal of Melvi's sentiments. I love watching a character start one way at point A then evolving, or in somecases degenerating, at every step of the way until point B. And with wrestling being episodic, the characterization never has to end. The evolution doesn't end.
As for how all that plays through in this section's sense, I will also say I'm not the most patient person in the world when it comes to developing things, either. But it's fun to try and build something like that. But to me, as productive as building new stars may seem, it's about the characters. And I feel as though the established main eventer (your Cenas/HBK's/Ortons) has a character that's been set in some way, therefore it's easier to play with; more mallable because it's all there. This is versus the mid-carder who isn't as established in character, who is open for much more opportunity for a character (or, if you're uncreative, no character at all) and could thus be more difficult to write for. The more freedom with character, some may find that daunting. Perhaps the same analogy can be said for WWE v. created feds.
I'm probably babbling here, but perhaps the point I'm trying to make is that I too wish people would think outside of what they've already seen, but I can see how it's difficult.