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There's not really one particular thing, it's lots of things at once, that really, only wrestling fans can recognise.
Of course, money is one of them, but also looking at things in kayfabe mode, which titles have they held, and how many times? Which feuds and memories have the left us with? How great were they in the ring? Were their promos memorable?
Then there's the 'outsider' kind of perspective. How recognised is that person outside of pro wrestling. Back in the 80's/early 90's, EVERYONE knew who Hulk Hogan was, even if you didn't watch wrestling. Back in 2000, EVERYONE knew who Steve Austin and The Rock were.
Right now, not everyone knows who John Cena is, but you can't really fault that on Cena himself. It's todays climate. Wrestling isn't huge like it was during the Attitude era or the Hulkamania period. But then you'd recognise Cena's contributions to greatness by his title reigns, his Wrestlemania main events and him basically carrying the company for the last few years.
Of course, money and how much of a draw that person was is a huge factor, but, using Chris Benoit as an example, let's assume his life didn't end the way it did, Benoit wasn't exactly what you would consider a draw. He wasn't The Rock, or Steve Austin, and I doubt anyone outside of wrestling knew who Chris Benoit was. But because of that, you wouldn't deny him the greatness he had earned, by his in-ring accomplishments and work ethic.
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