10. Stone Cold Steve Austin/The Rock - 2001
A somewhat tragic one this, but worthy of mention considering the the legacy of the belt still slung over the shoulder of The Rock in 2001.
'The Great One' was of course a pretender to the big gold throne when he defeated Booker T for the iconic strap at SummerSlam 2001, but by that point, the title was lucky just to be near 'The Most Electrifying Man in Sports Entertainment'. Like what lurked below the "lesbian panties" Jerry Lawler crowed about during HLA, the WCW Heavyweight Strap wasn't the best thing in the world, but it was next to it.
Across the road (but, bizarrely, still within the WCW/ECW Alliance), Stone Cold Steve Austin wasn't having his richest run with the WWE Championship at the box office, but his matches were stomping a mudhole on his best efforts from his commercial peak. Battles with Kurt Angle, Chris Benoit, Chris Jericho and others were completely reframing 'The Rattlesnake' as being back to his working best, despite the toll they ultimately took on his secretly crumbling career.
A surgically-repaired neck was already eroding once more. A retirement loss to his counterpart here came less than two years after the pair appeared to be reaching their in-ring apex.