Read the Sirlin article.

Let’s consider two groups of players: a group of good players and a group of scrubs. The scrubs will play “for fun” and not explore the extremities of the game. They won’t find the most effective tactics and abuse them mercilessly. The good players will. The good players will find incredibly overpowering tactics and patterns. As they play the game more, they’ll be forced to find counters to those tactics. The vast majority of tactics that at first appear unbeatable end up having counters, though they are often quite subtle and difficult to discover. Knowing the counter tactic prevents the other player from using his tactic, but he can then use a counter to your counter. You are now afraid to use your counter and the opponent can go back to sneaking in the original overpowering tactic. This concept will be covered in much more detail later.

The good players are reaching higher and higher levels of play. They found the “cheap stuff” and abused it. They know how to stop the cheap stuff. They know how to stop the other guy from stopping it so they can keep doing it. And as is quite common in competitive games, many new tactics will later be discovered that make the original cheap tactic look wholesome and fair. Often in fighting games, one character will have something so good it’s unfair. Fine, let him have that. As time goes on, it will be discovered that other characters have even more powerful and unfair tactics. Each player will attempt to steer the game in the direction of his own advantages, much how grandmaster chess players attempt to steer opponents into situations in which their opponents are weak.