Is it even still possible to double-cross or go into business for yourself in the modern product?

Are refs still told to call it like a shoot? Was watching RAW today getting bored and started daydreaming on what would happen if a wrestler today (pick any) kept kicking out or applied a legit hold/submission to win a title. What would even happen after? I think back to when Masada put his foot on Maven's chest during a Sunday night heat taping thinking he was Jericho or something (this was before Masada signed with ECW) and Maven almost knocks him out with a shoot clothesline but you can't really do stuff like that anymore.