No one can define what exactly the “it” factor is, but what is certain is that it is something that turns a regular star into a superstar, perhaps looks, charisma, style, aura, or personality. The “it” factor is intangible, but it exists and can be felt. In sports entertainment, in-ring skills become secondary if a wrestler has "it", the best example is Roman Reigns, who is not the best wrestler, but we all want to see him week after week.
On the other hand, a wrestler who doesn't have "it" won't attract as many fans or interest, regardless of whether he is talented in the ring or not, and there have been many such cases over the years. Below, let's take a look at 10 WWE wrestlers who were amazing in the ring, but didn't have the “it” factor.
10 Drew Gulak
Drew Gulak is extremely talented in the ring, as his technique is flawless. This guy has an excellent arsenal of moves, sells his injuries very well and, overall, he is a tremendous wrestler. But there is something that Gulak lacks, perhaps size, charisma or aura, in short, Gulak lacks the "it" factor.
Obviously Gulak has fans clamoring for a push for him, because he actually deserves it, but general audiences don't really care about Drew Gulak, and that's precisely why Vince McMahon never pulled the trigger on him.
9 Dean Malenko
Dean Malenko is undoubtedly one of the greatest technicians of all time, but that didn't guarantee him a memorable career. Malenko had zero charisma and bad mic skills, so he struggled to connect with the fans.
In that sense, Malenko was not a big draw, even though he could deliver outstanding matches. Malenko spent a year and a half in WWE, having a 332-day Light Heavyweight championship reign, but he couldn't make a significant impact and was quickly forgotten.
8 Shelton Benjamin
In his prime, Shelton Benjamin was an excellent wrestler, with world-class athleticism, which allowed him to perform mind-blowing maneuvers, with excellent in-ring psychology. However, Benjamin was never a megastar, never made it to the main event picture, and the main reason is that he never had the "it" factor.
Shelton Benjamin has always had an excellent physique, but he doesn't have charisma, and he doesn't have that megastar aura either.
7 Alberto Del Rio
Let's look at it from the following perspective. In 2011, CM Punk and John Cena were the hottest wrestlers in the world, but for some reason Vince McMahon decided to put Alberto Del Rio up there alongside Punk and Cena, causing a bad third. In fact, Del Rio (with help from Kevin Nash) was the one who put an end to the summer of Punk.
Alberto Del Rio had the world champion look and good in-ring skills, but he lacked the "it" factor, and the fans were never really invested in him. Obviously, putting Alberto Del Rio alongside CM Punk and John Cena reflects the importance of the "it" factor in sports entertainment.
6 Chad Gable
Certainly, Chad Gable is finally getting screen time, being on television weekly and even capturing the Raw Tag Team Championship with Otis. Gable is having a great run as a heel, being quite entertaining and showing off his charisma.
However, truth be told, Gable has never had that "it" factor, which in his case perhaps is size or looks, which make him look like a harmless wrestler, despite his excellent skills within the ropes.
5 Lance Storm
In-ring skills wise, Lance Storm was phenomenal, with amazing technique, extraordinary arsenal of moves and great psychology. Storm could have a great match with anyone. Nevertheless, Storm was an average star in WWE, he was never a big deal because he had a boring persona, with mediocre mic skills.
Storm was a fantastic wrestler, but a poor entertainer. For example, Chris Jericho is similar to Lance Storm, but the difference between the two is that Jericho did have “it” and thus became a wrestling legend.
4 Curtis Axel
Certainly, Curtis Axel was never as good a wrestler as his father Curt Hennig, but he was still very talented, with outstanding skills. However, unlike his father, Axel never had the "it" factor, he had no mic skills and could never develop a compelling character.
Despite being the son of a legend, no one really cared about Curtis Axel, and he was never able to change the minds of the fans. Axel had a disappointing career, and you probably don't even remember that he was Intercontinental Champion for five months.
3 Paul London
Paul London was a tremendous cruiserweight wrestler, with world-class high-flying skills and excellent technique to perform his maneuvers smoothly. London always delivered in the ring. He never had "it," though, as London was never truly popular, and even his tag team partner Brian Kendrick, who was also not a megastar, overshadowed him.
Paul London was never able to shine on his own in WWE, his persona was pretty basic, and admittedly he wasn't booked properly either.
2 John Morrison
Perhaps some believe that John Morrison (currently known as Johnny Elite) does possess "it," but in reality, he does not. Morrison is amazing in the ring, with his hybrid wrestling style with a bit of high-flying, technique and even some capoeira.
However, he never became a megastar, and that was evident in his AEW debut, when many fans were disappointed because they were expecting another Johnny (Gargano). On the other hand, Morrison's former partner, The Miz, arguably does have "it", as despite not being as good in the ring, he draws more fans and has had an excellent career.
1 Ricochet
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Ricochet is a sensational wrestler, he has strength, agility, speed, and he can perform spectacular high-flying maneuvers with ease, overall, Ricochet is a pretty complete wrestler. Unfortunately, Ricochet does not possess the "it" factor, in his case it is perhaps size or lack of charisma, which prevent him from being a top superstar.
Lacking "it", Ricochet can't even be a good Intercontinental Champion, as his reign is being quite lackluster, although maybe that's also due to bad booking.