Those are the style of those games, they're generally fast games that has a ton of movement options to open opponents up, SSFIV feels verrry slow at times. If you're a Guile player and you read your opponent correctly you can sit comfortably in the corner while throwing things out.
Just using this as an example, 2:55 to 3:03
He crouch blocks most of Ryu's offense and he can do it while waiting for an opening. Kevin throws out normals to keep Ryu from fireballing. Diago is just poking back but, if there were chip on normals, he'd be trying to overwhelm him with strings and Kevin would be forced to know when he can counter Ryu's offense on top of trying to find a way out of the corner so he doesn't get pinned down. A little before the 2:55 mark, if Die had teched that throw then Diago couldn't even throw out chip fireballs because he may eat an Ultra and then they'd be close to the same amount of health in an instant.
There have been tooooooons of comebacks in MK9, even when people have had a magic pixel they've come back and won.