I think this ties into what a lot of you guys have already mentioned, but when I started watching, and when my fandom was at its previous peak, the Smackdown video game series had just started and I spent an ungodly amount of time playing the first 3 or 4. Each character has their base moves, their signature moves, and a finisher or two. Through these games, perhaps even more so than actually watching the product, I'd been conditioned into recognizing a hierarchy of moves which lead, ultimately, to a finisher. When watching matches now I never expect any move to end a match unless it's a finisher or one of those cheap roll ups after a distraction or something. Even then, depending on the show, you know when the multiple finishers formula will be utilized. All this does is generate predictable matches.
The problem is the concept of a "finisher" itself. I think there's a place for moves such as the Burning Hammer or TD91 that are pulled out on very special occasions when nothing else you throw at a guy is getting it done. But beyond that I think having a variety of signature moves instead of one or two finishers is the way to go. I realize I'm basically echoing what Loss said and it may purely just be an issue of semantics, but having 5 or 6 "signature" moves that are not only effective enough to put a guy away, but are also even in terms of moveset hierarchy, would go a long way to restoring the drama of finishing sequences and ensuring that the work all the way up until the finish means more - as the pinfall/submission victory wouldn't just be attributable to hitting one super move, but the accumulated damage that built up throughout the match.
Secondly, there are currently a plethora of finishers that just don't seem that deadly. WWE might just well be the worst offenders here, but it seems that their finishers are merely another cog in their marketing machine - the RKO being the most glaring example. Gordi talked about the damage that wrestlers will take during a match, especially the gimmick matches, and stuff that looks absolutely brutal are seemingly easily endured, however moves like Sister Abigail, the Zig Zag, the Rainmaker etc. are the only things that move the needle. It doesn't have to be crazy hardcore stuff that's blown off either: Orton's draped DDT looks miles more devastating than the RKO and Kenny Omega has some brutal looking knee strikes but his finisher, the WWA, is a driver variation that looks like he just lightly places his opponent on the mat. I expect these guys watch back some of their own stuff, and if they don't, they'll have people around them who they talk to about their matches. Surely you'd go through and figure out what looks the best and rejig your moveset accordingly? Or perhaps I'm missing something obvious.
Finally, submissions need a whole rework. Too often tapping out is seen as emasculating to a worker, as if knowing you're beaten and living to fight another day isn't a more viable strategy than getting pummeled to the point you can't kick out of a pin. Unless a guy has an incredibly over submission finisher, you KNOW that any submission that gets locked on isn't going anywhere. If it leads to continued targeting of a body part then fine, I love a good meat and potatoes portion of a match, but too often it's done for the sake of killing time and then immediately forgotten. Not to mention the cardinal sin of lying in a submission for entire minutes. Now, I'm not an MMA watcher, but if a honest to God submission was applied I assume there's a reasonably short time period before a) the pain becomes too much or b ) the hold breaks/tears/dislocates a body part. Not many on this board are advocating for complete realism in their wrestling, but when Okada is enduring absolute eons of time in leg lock variations against Suzuki (just as an example) I reach a point where I lose my investment in the match. They've lost me. They should suck up the pain momentarily, try and scramble to the ropes, try and fight off their opponent, and if all that doesn't work tap out.
Final final point: love cradles, flash pins, and roll ups as match enders without them being the result of referee distractions or outside interference. Give me more.