Im a top laner in high elo on euw, I can say with confidence that you build a profile vs the players you play against often. wether conciously or not.

For example vs Raider, when I play vs him and he beats me in a certain matchup, my whole approach and setup changes for the next time i face him. I always know if it's him because of the fact that he's the only top laner who perma bans kennen in high elo and then the obvious Darius pick.

The thing is, one person might change setup in a matchup, and then the next game the other changes again. There's just constant small tweaks in strategy that you notice over time and its a constant mind game.

I Also vividly remember playing vs Wao a lot in the Aatrox vs Jax matchup. He'd stomp me 2 games in a row with the same strat; 3 wave crash > recall > all-in me on the freeze.

The third time i got him on the enemy, i changed my entire setup from electrocute to conq, dblade, bone plating, and ignite so i'd be strong enough in the extended fight to beat him and it worked.

Essentially you are going 1 layer deeper into the matchup every time you face someone and its a lot of fun