To give the devil his dues, I also have to include Mr. McMahon. He really screwed over Bret Hart, and not just as a part of the show but a legit screw job, but at the same time the evil Mr. Mac-Mahon really sold very well as the ******* corporate executive, and it provided the cannon fodder for Stone Cold Steve Austin that launched his career to Pluto and back, and is pretty much what saved the WWF from being consumed by WCW.
I also have to give credit to Shawn Michaels, because the feud between him and Bret Hart, though very tense, and blurring the lines between the show and personal life enough to cause problems in their personal lives, and turning friends into legit bitter enemies, it was a great feud. It just got to be a bit too real.
And of course Triple H, Hunter Hearst Helmsley, someone who is a terrific wrestler and was never boring on the mic.
And speaking of the mic, Chris Jericho and the Rock deserve a ton of credit, because what they may have lacked in wrestling skills (especially the Rock), they more than made up for it any time they touched a mic or stood in front of a camera for an angle.