#3 Kevin Owens

Kevin Owens is great as a genuine and relatable babyface because that's who he is. But we must not forget how brilliant he was as a heel. From the moment he assaulted his best friend after the biggest moment of his career, KO was relentless as a heel. He probably was WWE's greatest villain.
His promo-cutting ability was second to none, being able to draw heat in an instant. Owens would constantly berate everybody in sight, including WWE's commentators and interviewers. And while abundantly charismatic, KO was despicable.
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His feuds with Sami Zayn, John Cena, and even Shane McMahon stand out as some of the finest work of his WWE career. Owens is able to deliver comedy as well as he does with serious material. The Festival of Friendship with Chris Jericho is the best possible example of it.
That entire segment was a masterpiece, ending with the ultimate heartbreak. Kevin Owens was the source of that heartbreak. His merciless assaults, coupled with his witty remarks make KO a legendary heel in WWE. It will be a very tall order for him to match that as a babyface, no matter how likable he is.
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