Hogan and Bischoff deserve #1 and #2. They made you hate them with a passion in the nWo days. Rock and McMahon as well, but Stone Cold won enough that you couldn't hate them the same as Hogan and Bischoff since they never laid down for anyone.
The great ones transition rather seamlessly between baby face and heel. The characters have something appealing no matter how they're used.
Rock, Flair, Jericho, Stone Cold all have "it".
I didn't read the list from that crappy website but some of my favorite heels are Piper, Jesse Ventura, Dick the Bruiser, and Superstar Billy Graham.