Increasing licensing profits is a lucrative area of business in WWE, and that's why the aesthetic look of performers matters so much. Franchise partners want to see superheroes adorn their products, not normal looking guys who could be mistaken for any random person walking the street. The WWE 2K series has been key to WWE's licensing profits in the last few years, and it is a great example of how WWE utilise their brand to work with franchise partners. The company are constantly looking to make the best deals and expand their opportunities with licensing, and really that's what the television product is constantly driving. Hence why wrestlers aren't always picked base on in-ring skill, but more on how brand-friendly they are to the wider mainstream.
