That's how it's done in WWE. That's not Cole, that's the organization (and personally I really don't give a damn if every move is called, this isn't sports, it's sports entertainment).To make matters worse Cole was never much of a play by play man at all, his style always seemed to be more of a color commentary style, as he tends to foresake calling several pieces of in ring action and seems much more interested in playful banter and talking about a matches backstory.
It escapes me how people think Cole is a bad play by play commentator. If you want to bitch about the heel stuff, I get that, but the guy is damn good at what he's doing right now.
If anyone is the problem, it's Lawler, but even he isn't as bad when he's not bickering with heel Cole for two straight hours.