Look no further then with how the WWE books Bray Wyatt as they have been relying on his supernatural characteristics in every feud with never really letting any other aspects of feuds be put on display. Comparing the WWE specifically the main roster to other companies and even NXT they seem to struggle with unique ideas and booking talent to their potential, but also with being repetitive. The issue with repetition is it opens the door for predictability and if a company becomes predictable then it is problematic as people are less likely to stick around.
Repetition doesn't just apply to the booking of weekly programing, but for me it also applies for major events like PPVs and specifically WrestleMania. Basically if the WWE are set to have one person main event every year then that can get predictable and also repetitive to the point of losing interest in that person or the match due to having a hunger for something new. This also ties back into the above mentioned need for fresh faces on the main roster, but also having them debut in different ways and not the in the same fashion on both brands.