Who in your opinion had the "it" factor but was never given the chance to shine???
Hennig & Steamboat: the Fed drastically underutilized both of them.
We know why Steamboat was held back, but his perpetual "punishment" - even upon his return - made little sense. He was always in great shape, was a great worker, people loved him, he kept his nose clean, and never got into any kind of trouble that defamed the company. He would have represented the WWF exceptionally well as champion. Instead, they made him wear a tail & scales.
Hennig was a fan favorite no matter which side of the fence he worked. He put on a terrific show in the ring and on the mic. For as great an overall worker as he was, I can't believe they never put the big belt on him - even as a transitional champion to at least "try him out."
He was a part of some big angles, but I feel the WWF missed the boat as far as getting the most out of him.
WCW was even worse in that regard.