#3 Kevin Steen (Kevin Owens)
A big star on the Independent wrestling scene, Kevin Owens has had very little trouble establishing himself as a top tier Superstar in WWE over the past three years.
Although KO is not quite where most fans would like to see "The Prizefighter", Owens is locked in a secure contract with WWE for multiple years along with a very handsome salary -- Kevin Owens certainly doesn't have much to worry about (in all honesty, the fans worry more over Kevin Owens' position on the card than Owens does himself most likely).
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Regardless, while Kevin Owens has established his brand in WWE considering he's one of the company's top merchandise sellers, in many of Owens' fans view point (fans before his WWE fame), most will tell you that KO would've been better suited with his former ring name (and real name) Kevin Steen -- a name that was well established on the Indies.
While "KO" is perfect for marketing, it cannot be argued that the WWE would've had no problem at all selling Kevin Steen merchandise -- if anything, fans probably would've gravitated even more towards Kevin due to the extra realness...