#2 This ref sucks!
Occasionally, the WWE creative team and bookers will incorporate 'referee spots' in order to tell a good story in the ring. These usually take the form of a referee being knocked over by one of the wrestlers, allowing the heel to further his advantage by using illegal weapons or outside interference.
Another good ploy is to have the referee unconscious just as the babyface has the heel in a pinfall position, thus building the suspense and denying fans what they want to see in an attempt to increase the energy around the stadium. As we all know, the WWE does occasionally take a good idea and overstretch it to the point of absurdity. We've become so used to see referees stay down for extended periods after a bump that we question what these men are actually made out of.
During a match between Sami Zayn and Adrian Neville at NXT Takeover R: Evolution, the Underdog from the Underground was challenging the champion and looked set to finally achieve his dreams of representing NXT as its leader. The story building up to the match was that Zayn kept coming close to victory, only for factors beyond his control to get in the way. Neville had previously denied Zayn by dragging out a referee from the ring at their Fatal Four Way meeting a few weeks before.
When it came to Takeover, the writers would again incorporate the referee, keeping Sami from defeating his opponent by having the referee take a bump on two separate occasions. Due to the level of drama amongst the fans and their desire to see their hero finally achieve his dreams, everyone started to get a little annoyed and weren't afraid to show it. Around the arena, people were chanting 'this ref sucks!' along with some other choice words only reserved for the Full Sail Arena.
Zayn would go on to win the match, however, but not before fans reminded the WWE that too much of a clever idea can start to irritate in a bad way.