Yeah, well. In theory it shouldn't matter, but in practice? Suppose we have two couples who're more or less evenly matched technique-wise, but one couple chooses to dance a bit more challenging choreography, and the other chooses not to take risks and dance simpler patterns. Which one should place higher in this scenario?
i'd say... the one with better showmanship. even at the same technique level with more challenging choreo, better showmanship/salesmanship will win out, IME.
i've been in situations with others at the same syllabus level where my technique was better but i was comparatively much weaker in showmanship. in those cases, i generally placed more poorly.