Mitsuharu Misawa. Cant't stand his body, his stoicism, always pulling up his pants (selling his pants, is the term, I think), his attire, his success over the Other Three.
But fuck he's good. His connection to the audience, his endless list of great matches, execution, toughness, how he carries himself (stoicism aside). I don't need to explain Misawa's strong points to anyone here.
These things? No, they're not part of a set criteria. They're what strike me as I watch him.
Business success? Yes, because his qualities set him apart from lower-carders, spoke more to the audience than lower-carders, and so companies put him on top making money for everyone. I do think business success - in pro-wrestling, at least - is an inevitable corollary of "greatness". It is not the exclusive domain of greatness, no.
Crowd-reactions? That's all a pro-wrestler has. Seriously.
Reputation might lead me to someone, but counts for naught once I've seen them.
I enjoy watching Misawa's matches, a) because he's not wrestling against himself, there's a quality opponent (or two) (or three) and a usually rivetting storyline involved; and b) I'm still watching a master of his craft, crappy tights or no.
I can absolutely respect Mitsuharu Misawa, without liking him.