WWE has always prided itself on creating fresh match-ups and innovative, never-before-seen matches. "For the first time ever" is one of the company's favorite phrases if they're booking two competitors against one another that have never faced off or a gimmick match their audience has never witnessed. Whether they're original ideas from WWE themselves or reiterations from territories gone by, innovation (or some version of it) is key in this business.
Over the years, we've seen table matches, ladder matches, and chair matches, which inevitably led to TLC matches that led to an entire pay-per-view based on that concept. We've had Money in the Bank, Hell in a Cell, casket matches, inferno matches, steel cage matches, last man standing, and I Quit matches. Gimmick pay-per-views like Survivor Series and the Royal Rumble have stood the test of time as annual WWE landmark traditions. From a storyline perspective, it may have been Eric Bischoff who introduced wrestling fans to the Elimination Chamber (another gimmick match that morphed into its own pay-per-view), but it was Triple H who actually invented the idea.