#2 CM Punk
Love him or hate him, CM Punk has a knack for creating hype and controversy. It's worth noting though that most of what Punk ends up saying in his heel promos would be common sense coming from another source.
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A prime example of this would be his straight edge gimmick. Punk's straight edge promos against Jeff Hardy garnered a lot of heat. He would berate Jeff for his lack of abstinence and irresponsible life choices. Now as a beloved fan favourite, of course, Hardy had the full support of the WWE universe and Punk was hated reverently. For a moment though, hear the content of what Punk is saying.
He is basically taking the tone of the WWE corporate when he's asking Hardy to clean up his act and focus on his career, bringing up things such as Jeff's two wellness policy strikes. He sounded more like a harassed parent admonishing his kid rather than a truly mean spirited heel. He even appealed that Hardy should think about the young fan base that he has and be more than his best. It sounded like a tough love motivational counselling more than anything.
Now, these demons have long haunted Jeff Hardy and it might be argued that it was in poor taste to bring it up live but since it was clearly done with the consent of both parties, it just made for good TV.
The promo had all the right things to say, but they were said so obnoxiously that they ended up becoming great fodder for a heel promo.