Seeing as Hogan put over guys like Sting, Luger, Goldberg, and DDP in WCW, and was made to look weak by having to cheat to win almost all of his matches back then, I really don't think he had that much of a problem lying down for people. In the 80's and early 90's, he was the biggest star in wrestling by far, and one of the biggest stars in all of entertainment at that time. It wouldn't have made sense from Vince's perspective to have Hogan losing the belt every few months. I really think people blow the "not putting people over" thing out of proportion. No matter how much power a wrestler has, it's still the promoter who's running the show. If Vince really wanted to put the belt on one of those guys and Hogan refused to do the job, Vince probably would have just orchestrated a screwjob similar to Survivor Series '97.
Interesting thread.. Hulkamanic is correct about WWF losing money when Hogan wasnt champion but that was Vince's biggest weakness, he built his empire around one man. Though there are rumors that Hogan was unwilling to work with Jake Roberts, I dont believe he wouldnt put over DiBiase or Piper. But to the main topic in my opinion Razor Ramon and Owen Hart were the two biggest names to win never win the WWE Championship and I blame Vince. Razor was a solid heel/face probably cared more about money but couldve kept him from going south. Owen Hart was good in ring performer and the majority of King of the Ring winners had great title runs. except for mabel
Scott Hall has said in shoots that he never cared about winning the belt because he didn't look at his career from a "mark" perspective. With all the power he had in WWF in the mid 90's, with the Kliq basically running the show, and all the power he had in WCW when the nWo took off, he could have gotten a run, but he never cared for it. Sure, he hung out with guys like Kevin Nash, Shawn Michaels, and Triple H, guys who always wanted the strap. But the biggest influence on his wrestling life was Curt Hennig. And Hall had Hennig's mentality, that it doesn't matter if you win or lose, as long as the fans remember your match/segment when they leave the show.
As for Owen, there's a documentary on his life and death, I can't remember the name of it. But they make it pretty clear that his heart wasn't in wrestling, and he wanted to quit a few different times and move on to a different profession (firefighter, in particular.) He wrestled because he was good at it, and needed to provide for his family, but he was looking for a way out. If he was gonna be given the belt, it would have only been a short run.