John Morrison,
Shelton Benjamin and
Carlito are definitely the first three that come to mind. All three of them were fantastic and really underutilized by the company.
But I'd like to add
Shane McMahon to the conversation. I don't know if they ever thought about giving him the title, but Shane oozed talent and he always put on great performances. I can't remember a bad Shane McMahon match.
I'd also add
Umaga to the list. He should have won the WWE title during his undefeated streak. He was huge, he was over, he was talented and should've given the top stars a run for his money. But after being fed to Cena, he was bumped down the card.
Or how about
Ken Shamrock? There was a point where he was so over in the late 90's that I think he should have been given the belt. Granted, he disappeared right before the dawn of the 21st century, but I still thought he should be in the conversation. He ended up winning the NWA title in TNA though.
I also want to mention
MVP and
Elijah Burke. Both of them had some really great matches on PPVs but management seemed to fizzle on them for no practical reason. It's a shame because both of them oozed charisma and could've been top guys had they been given a better chance.
Val Venis,
Goldust and
William Regal are guys who have been with the company for years and never really got the shot they deserve. I think Regal especially could have been an amazing foreign World Champ, but he was never given a fair shot at the top of the card. Venis ended up becoming a World Champ in CMLL though.
Mr. Kennedy and
Matt Hardy both had a bunch of wasted potential, but I think we can agree that it was their own fault that they didn't make it.
How about
Faaroq? That dude was just oozing talent even in his old age, and I can't help but think that they should have done more with him. Granted, JBL was talented too, but I think a top feud between him and Faaroq could have ended with a Faaroq title win. Sure he was older than the typical top guy, but he deserved it.
I think there are a few others. Here are some honorable mentions:
Billy Gunn,
Kofi Kingston,
Raven,
Rhino,
Santino Marella,
Drew McIntyre,
Bobby Lashley,
Finlay,
Ted DiBiase, Jr. and
Wade Barrett.
I mention Wade, Kofi, Drew and Santino even though they're all still with WWE, because frankly I think those ships have sailed big time. Now with only 1 world title, I don't see them ever winning. They should have won them when they were at their most over, but WWE dropped the ball. Drew should've won MitB when he was The Chosen One, Wade should've won the Six Pack Challenge in NXT, Santino should've been pushed to the top as when he was an Italian bad guy and Kofi's feud with Orton should've propelled him to that next level.
Rodney Mack.
Seriously, John Morrison? Talk about overrated!
If anybody, you should pick.. no one. Because no one stands out to me.
Rather, the year they should of won the title.
Booker T should of become champion in 2001 while a member of The Alliance.
Rob Van Dam should of become World Champion champion in 2002
Christian should of become Champion in 2005, same with Muhammed Hassan.
SHOULD'VE, as in
SHOULD HAVE. It's one thing to make the mistake once, but it's another to do it 4 times.