I think a lot of the guitarists branded the "Greatest" just play flashy fast stuff for the most part. As far as actual good musicians who play the guitar, there are a few, and it doesnt take speed to be a good guitarist. Sometimes a song requires a very simple, clean lead. Also, some guitarists are great, not because they can play complicated leads, but because they construct great chord progressions and the like. I think most non-musicians (and some musicians) just think that because a person can play fast and technical, that means they are good. That said, I bet there are a good number of nameless guitarists who are better than some of the most famous.
I personally like (in no particular order):
Mark Knopfler
Jimi Hendrix
Django Reinhardt (who only had use of two fingers on his fretting hand other than when playing chords)
Santana
Stone Gossard (He writes the guitar parts of most of Pearl Jam's songs. Think Even Flow, thats a technical song, and he knew what he was doing in writing it).
Thats only a few, since im bad at listing things I like when I have to
I have also heard that Robert Johnson has been considered in retrospect to be one of the greatest guitar players of all time. I also heard he sold his soul to the devil to get that way
Oh the things one hears.
THIS:
Mark Knopfler & Chet Atkins - Instrumental Medley - YouTube
I tired embeding, but it didnt work :\
You can note that Chet Atkins sweep picks a few lines in this song.