Because by and large, it is.
The conditions they've placed on the draw basically limits the potential opponents for each team and the usual ones nearly always qualify too because nothing ever really changes.
The seeding changes for the groups helped a bit for more exciting group games but the knockout rounds are very samey each year.
And as @Peyroteo says, there's always a narrative in play. Juve are guaranteed to play Real soon because of Ronaldo, I'm sure of it. Similarly we'll get a Mourinho team next time he coaches. It's all a cynical ploy to hype games up.
