Ok, ok it's not full contact all the time, but they still do the moves to each other, why do you think they have to spend years training, and working their way up if it's "just a play". It is for entertainment, they don't try to hide that, of course they will get up at the last second, it makes it more entertaining.
The matches aren't choreographed xD. The ending is scripted and certain spots in the match are set up e.g a high risk move or a part the gets the crowd going, but most of it they make up on the go, they talk to each other in the matches to decide what to do next.
Even if the entire thing wasn't scripted, my point was that they aren't actually fighting each other. The punches and stomps aren't actually meant to cause damage. They may improv some of it, but that doesn't mean that they are actually hurting each other.