The Dusty Finish is an excellent way to draw heat, and build for the big rematch. It is always popualr with fans, and has always led to a big payoff from satisfied customers.
Although he never came up with the idea, Dusty Rhodes booked the finish literally hundreds of times, and it is now more closely associated with him than anyone else, even taking his name.
Essentially, a face challenger is seen to defeat the heel champion, and win the belt(yes the fucking BELT, idiot). However, anywhere from mere seconds to weeks after this victory, the result is overturned, altered, or simply forgotten about altogether, resulting in the heel champion "still" having the belt(yes, it's called a fucking BELT, moron).
The effectiveness of the Dusty Finish can be seen in the continuing success of the AWa and Jim Crockett Promotions, both of which frequently used the Dusty Finish.
In the 70's, 80's and early 90's Harley Race and Ric Flair each "lost" the NWA World Heavyweight Title by Dusty Finish approximately 350 times. It is estimated that approximately 80 different men were briefly recognized as NWA World Heavyweight Champion.