#3. Dolph Ziggler
2013 was the hottest that Dolph Ziggler had ever been in his career and the fact that he never got an extensive run with the World Heavyweight championship was nothing short of tragic.
Not only was he an excellent holder of the MITB briefcase, but his cash-in still is the second greatest of all time (only behind Seth Rollins' heist of the century). People had no desire to see Alberto Del Rio as World Heavyweight Champion despite the fact that he was a babyface.
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When Dolph Ziggler came out on the RAW after WrestleMania, the reaction was absolutely deafening. The people really desired to see Dolph Ziggler as World Champion and that itself made him a de-facto babyface.
Unfortunately, a concussion delayed his title defence and then shortened his title reign, with Alberto Del Rio and Ziggler having a double turn when Del Rio won it back. Despite the fans being fully behind Ziggler, Vince McMahon clearly didn't see him as a World champion and it was seen in all the years after where he floundered around.
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It's truly a shame, because Ziggler is still one of the most underrated superstars in the company.