It was left vague so that people would make their own criteria. The problem I have with including promos is that it completely handicaps anybody who doesn't speak english. That does not seem like a fair criteria to use.
I am judging on inside the ring actions. Charisma plays into that, because charisma plays into matches.
Things like drawing and how big of a star someone is will play into everybody lists, at least indirectly. If you are a star, there is more footage, you have bigger matches, you have louder crowds, etc...
Really the spirit is in the ring of this project, just like if you are making a greatest actors ever list you wouldn't give put Chris Pratt number one because he was in the largest grossing movie ever.