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I have no idea. My guess would be that at first, every twenty years or so, it got run down, and maybe building techniques had improved, so they rebuilt it, then, after a few score years, it just became...well...a tradition.
Edit: Well, not that Wiki is an unimpeachable source, but apparently I wasn't too far off:
The shrine buildings at Naik? and Gek?, as well as the Uji Bridge, are rebuilt every 20 years as a part of the Shinto belief of the death and renewal of nature and the impermanence of all things (Gabi-sabi) as a way of passing building techniques from one generation to the next. The next scheduled rebuilding of Ise Shrine is due in 2013.
In the lead-up to the rebuilding of the shrines, a number of festivals are held to mark special events. The Okihiki Festival is held in the spring over two consecutive years and involves people from surrounding towns dragging huge wooden logs through the streets of Ise to Naik? and Gek?. In the lead-up to the 2013 rebuilding, the Okihiki festival was held in 2006 and 2007. A year after the completion of the Okihiki festival, carpenters begin preparing the wood for its eventual use in the Shrine.
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