Why shouldn't it? It's a storytelling trope, and most campaigns tell a story.
Yet, the story of the campyign isn't always written in stone, neither are all the elements. As a GM I often provide several npcs or plot points that might all have the same meaning for the campaign, but connect differently to the players.
Basic example: I want the players to connect to an npc in a town so they will be more involved if something happens that threatens the town. Rather than forcing some npc on them, I try to think of several that might 'click' with the players and their characters. I don't know for sure if they will befriend the no-nonsense blacksmith, the bakers young boy that tries to sell pastries on the street, the overworked maid at the tavern etc.
When they do connect strongly to one npc, the others will fade more or less into insignificance, to something that, according to Chekhov's gun shouldn't be in the story in the first place.