Let's make it of the "modern" era so we're not talking Gorgeous George or some pogue nobody's ever heard of. In fact, let's define it as people active from 1997 to today.
I'll say Stone Cold Steve Austin. No doubt Hulk Hogan like him or not, really changed wrestling, but I think Austin tops him. Stone Cold, Hulk Hogan, The Rock, Ric Flair.
