One thing that online wrestling reviewers often harp on is when wrestlers no-sell their opponents' moves.  The Road Warriors, Kevin Sullivan, the Undertaker, Meng, Taz and Kane have all been bashed at various times for not-selling.   However, I would like to make the case that no-selling is called for at times.

Consider two of the most successful, influential and iconic tag teams of the 1980s: the Road Warriors and the Rock N Roll Express.  The Roadies got over by running to the ring and squashing their opponents in about two minutes or so without selling a move.  Of course, it's not like their opponents usually had much opportunity to get in any offense.   The RNRs, on the other hand, defined the sympathetic-babyface-in-peril, since Ricky Morton would get clobbered by their opponents for several minutes until he could get the hot tag to Robert Gibson to set up whatever the finish was.

If the LOD and the RNRs had switched roles, it would not have worked.  The LOD would not have been such  a dominant, unstoppable monster team if they spent their matches bumping around like pinballs.  Similarly, the RNRs would not have provided the template for later teams such as the Rockers and the Hardyz if they stomped all over their opponents in record time night after night,

Have there been times when no-selling irritated me?  Sure.   As much as a fan I was of all four men at the time, the APA selling nothing for Matt Hardy and Shannon Moore in their tag match on the September 11, 2003 Smackdown! accomplished nothing.  Trish's performance in her hardcore match with Victoria on the May 12, 2003 Raw stunk.  At one point, Victoria held Trish in midair with a leather strap around her neck for what seemed like forever.   After the hold was released, Trish was magically back at 100% like nothing had happened.

In conclusion, while selling moves properly should be encouraged, there are times when no-selling is appropriate and serves a purpose.