Yeah. I would think it's obvious that the game is setting up friendships and rivalry's by using run-in's and rankings and that it has to start catching on before the cool stuff starts happening.
From what i've witnessed, it's cool.
It's kind of like Smackdown 2, how that was littered with cutscenes and things that happen before matches, during matches and after matches. Except THIS time, it actually follows a logic that gets set up, instead of being an arbitrary dice roll like in that older game.
It seems to use that My WWE "rivals" thing, and populates and edits that as it goes, and determines title rankings.
Also, the announcers seem to mention the following things:
During earlier matches, they'll talk about the upcoming main event for the night and will refrence the stipulation for that event.
They'll talk about the PPV that happened last week.
They'll mention that so and so is on a hot streak, and has been winning a lot, or...
They'll mention when someone is on a losing streak.
They also will tell you the status of two people in the ring, as in they'll point out how much they hate each other or not.
I've also seen them say "these superstars are friends, but may not be after this match".
Character unlocking seems to happen when McMahon will sometimes send out another character to fight you after you just finished a match. You beat them, you win. Kinda like Super Smash Bros, really.
Also, the announcer may sometimes order the match to restart under new rules, if someone wishes to screw you.
I've seen wrestlers come out mid-match and lay someone who they hate out flat with a cutscene, in a match they have nothing to do with.
I've seen the old "guest ring announcer" spot happen.
sometimes characters will shake hands, sometimes, they will slap your hand away...
I've even seen weapon attacks happen after a match.
The fact that these things are usually a surprise always keeps you guess, and often these things do effect the match.
Like, if your character sneak attacks from behind after distracting them with your music, you get a full finisher bar and can win a match and rob them in under 10 seconds sometimes, but then they'll turn around and make things harder for you.
It's all very cool, and the way it happens is surprising. The most it ever takes for these to load is about 4 seconds, which is very nice as well. Most moments load in about 2 seconds.
I'm sure next year they'll blow this out even more, and they are saying that they want to, in the future, add rankings for every title and every brand except Free Agent, which would be nice, as well as letting you create your own show instead of the ones you have.
But of course, people complain about the stupidest things.
Another controversy that's come up is that you can't defend titles on Raw, Smackdown or Superstars. And the reason given was "To make the titles mean something". Which I agree, but of course, people are upset because they can't string together defenses on Raw every week. But of course, I also think that's nessessary to make rankings work.
After watching this mode, I can't wait to play this, especially when it comes to bringing CAW's into the mix, which is really what should make this mode shine. :D