#1. Braun Strowman

Like Samoa Joe, Strowman routinely battled Lesnar during his first two tenures as Universal Championship. Whether as part of a multi-man match or individually, Strowman failed in every attempt at trying to win the Universal Championship.
Instead, the man who debuted in 2015 as a member of the Wyatt Family has only been given wins in the Greatest Royal Rumble and the Andre the Giant Battle Royal as accolades. His lone main-roster title win resulted in a one-day reign as RAW Tag Team Champion.
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Strowman has always fallen into the role as "the monster who pulls off incredible stunts". The fans were red hot for him during his babyface runs and pursuits for the title. But all he had to show for those pursuits were losses upon losses.
"The Monster Among Men" has already proven to be one of the stars of this new generation, but he always falls into stop-start pushes. Whether it is his own fault or because of a lack of faith from the Creative, he is someone who could have helped the WWE as a Universal Champion.
He's clearly a building block for the future and should have already had a run with the big red belt. Instead, he's a spot-fest monster who isn't taken seriously as someone who could be the Universal or WWE Champion. He totally should be perceived in that fashion.