Ahhh Mil Mascaras and his no selling! Mick Foley mentions it in his book, the Spoiler mentioned it in a radio interview and he ends up on many peoples "most difficult to work with" list. Even tho he is a legendary figure,it is very unprofessional to no sell for an opponent. It in turn makes his character look weak and Mil too dominant. In one fell swoop, it weakens a characters persona they spent time building up and people no longer are interested in seeing someone who never gets in jeopardy. Most of the drama is a hero coming back from impossible odds for a victory,not handily whipping some weakling for 15 minutes.
One of my favorite instances of this going bad is a match from All Japan where Mil and his brother Dos Caras go against Bruiser Brody and Stan Hansen. Mil decides hes not going to sell for the 6'5 300 lb Brody (who is a HUGE figure in Japanese wrestling at the time) and Brody decides to manhandle Mil at will. Mil no sells a Brody move and tries to give one of his signature moves back which Brody no sells and barks in his face.Brody proceeds to rough Mil up until Dos and Hansen come in to restore order to the proceedings.I guess you can't always have it your way.