All 3 choices are phenomenal performers in a heel role and one could make a very solid case for each of them. Looking at history, I would have to say that Chris Jericho gets the nod. Throughout his career he has played the heel on numerous occasions and always is able to generate a tremendous amount of heat. I would go so far to say that he revolutionized the role of a heel when he added comedic elements back in the early '90's while working for WCW. The work his did during his program with Goldberg was amazing. I can't recall a time before that were there even was someone who was a "comedic heel". Guys like Edge and Christian who have traditionally been comedic when playing a heel were patterned after Jericho's WCW gimmick. While Edge and Orton are fantastic at what they do, neither of them are doing anything revolutionary.