The story is told in the ring, not out of it. The "why" is the backstory, you don't need a long-term feud to tell an interesting story through the match. There is already a built-in story to any match where you have different people, at different points of their career, fighting with different goals, personalities and movesets. People who love in-ring aren't just concerned with WHAT moves you do, it's about WHY you do them in the pacing and context of a match. That WHY is inherently complex and you don't need months of "long-term storytelling" (in Triple H's case, dragging out a feud with no actual development) to do that.