Was anyone starting to wonder whereabouts John Cena was going to rank on this list? Well, there was honestly no other spot Cena could have taken except the top one. When it comes to men who make money through their merchandise sales, nobody does it better than John Cena. He has a following that probably ranks in the millions amongst younger WWE fans - with some older ones even buying into the Cena brand via merchandising. Sure, he probably isn't the most technically outstanding wrestler the company have ever produced, but that doesn't mean he hasn't played his part in the direction of the company. Whereas other men will be remembered for their ability inside the ring, Cena will no doubt be remembered for the importance of the matches he competed in. For example, that duo of matches with The Rock at WrestleMania made the company a stack of money - and raised the profile of the WWE a huge amount. If we're looking into how important WWE stars have been in the 21st century, then John Cena rightfully takes his place at the top of this list.