It's a style thing, a strike exchange in puro is meant to show how much punishment the wrestlers are willing to take (and give) to show their opponent they have a bigger "fighting spirit". As with a lot of stuff in wrestling, it's something that only makes sense in the context of the style, if you can't get around it you'll probably never fully enjoy Japanese wrestling
The point of two wrestlers just standing in the ring hitting each other is not winning the match or gain a clear advantage at that moment, but it's more of a contest that reveals how much of a "real competitor" each wrestler is in that match.