Dumb spots that get nobody over

Just been watching Spring Stampede 97 and an otherwise decent match between Ultimo Dragon and Rey was spoiled by the classic heel pulls the face up before the 3 count when he had him beat and then invariably Dragon lost (sorry spoliers) as happens in 99%
of the time the heel does this.

1:)Is there a spot that makes both guys look as bad as this used so regularly? The heel looks like an idiot and the face looks like a loser who only won because the heels an idiot.

2:)The only time i can see it being remotely effective is in squash matches establishing a new killer heel but are there any examples of this being used well in a competitive match?