Alvarez noted that the reason why we are seeing more 2-out-of-3 falls matches on WWE TV lately is because Vince McMahon does not want wrestling to take place during the commercial breaks. Basically, like real sports, he feels that there should be an actual break in the action when they go to commercial.
Post Wrestling confirmed the report and a WWE source in Tacoma has independently confirmed the story to me.
There was a 2-out-of-3 falls match last Monday on Raw and Tuesday night on SmackDown Live. It will be interesting to see what they come up with to break up matches on a week-to-week basis because oftentimes, matches run for 2 or more segments.
WWE has also begun doing more squash matches with enhancement talent (local competitors) to avoid burning through the same matches every week. Last week on SmackDown Live, Heavy Machinery wrestled two local wrestlers. This is similar to what they used to do on their syndicated matches up until the late 90s.