Sting in 1988 and isn't it all the same match

Is Sting's gimmick that year basically the guy who can't win gold? EVERY match of his on a clash or PPV was a title match, either singles or tag, and each time he comes up empty.

And what's up with a show having a hardcore match, street fight, and no holds barred match all on the same card when it's all the same thing?

​And what about airline food?  What's up with that?  Who are the ad wizards who came up with that one?  ​