Stone Cold is considered a "good guy" because of his feud against the Mr. McMahon character. Vince portrayed an arrogant, greedy corporate executive that viewed himself as a god. Not too far from reality from what I've heard. Compared to Vince, Austin was infinitely more likable. Was he the kind of "good guy" that gave you warm & fuzzy feelings inside? Of course not. Austin was a perfect representative of what type of "hero" people embraced during the late 90s. During that time period, everything in the media was about generating controversy and everything was painted in shades of gray. Austin wouldn't be considered a traditional "good guy" but the Attitude Era wasn't a traditional time in pro wrestling history either. In many ways, the same goes for The Rock. If you look at The Rock now, personally, the guy comes off as a real arrogant asshole. Even though he was the same way during the Attitude Era, again, everything was different then. What was "good or bad" was very ambiguous.
As for whether Hogan or Sammartino should be #1, either or works for me. Both men carried the company for so long. Sammartino was the man in WWE for the better part of 15 years. He was the first true superstar in the history of the company. Hogan is the overall biggest moneymaker in the history of the company. Good arguments can be made for either guy.
It's refreshing to see Sting in the top 5 on the list. I can see Rey Mysterio on the list because he's so over with young fans. Rey's character, like a lot of the colorful luchadores in Mexico, have a lot of appeal to younger fans. Rey is more along the lines of a colorful, traditional hero or "good guy". Number 10 might be a bit high. I'm not really seeing Ricky Steamboat in the top 10. Steamboat was a phenom inside the ring but he's someone that never really struck me as a standout character or good guy.
Dusty Rhodes is the ultimate blue collar hero so seeing him in this top 10 is justifiable in my eyes.
But yeah, all in all, it's best not to take these lists seriously as it's all subjective. They can be a fun thing to talk about or debate just like the various wrestling industry awards given out by PWI and the WON.
At the same time, it's a very diversified list. There are a lot of wrestlers the WWE put on here that wouldn't immediately jump to mind for a LOT of fans, wrestlers that weren't really all that known in the WWE back in the day, etc. Guys that are old school legends like Bob Armstrong, Bob Backlund, Chief Wahoo McDaniel Tommy Rich, Bobo Brazil, The Bruiser & The Crusher, Danny Hodge, The Rock & Roll Express & Magnum TA. More contemporary favorites like Shawn Michaels, Hacksaw Jim Duggan, The Road Warriors, Macho Man Randy Savage, Luchadores like Mil Mascaras & Rey Mysterio. More modern stars like Kofi Kingston, Trish Stratus & Jeff Hardy. Even ECW guys like Tommy Dreamer & Rob Van Dam.
While the list is subjective, I'm impressed to see all these different ones listed. Some of those listed are people that you'd think Vince would never want recognized, just based on what we believe we know about Vince. Some are favorites that you'd think would be ranked higher and some are guys, as I said, that you'd never really think to be mentioned on any WWE.com article listing "the greatest" in anything unless it would be something derogatory.