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I think Austin truly had the bigger "impact" on the wrestling industry. During the sport's popularity during the Hogan era, wrestling was largely seen as a pretty campy, niche market that wasn't really entirely accepted mainstream. The Attitude era, with Austin in particular, really gave the industry a much-needed rub in the everyday working man's vernacular. No longer was it just some dudes in tights fighting pretend bad guys; now it was the proverbial blue-collared everyman voicing his dissent against "the man" (Vince). Austin made wrestling appealing to an entirely new demographic. Rock was certainly a large part of the Attitude era's success and popularity, but he merely built upon the upsurge in popularity whereas Austin was the catalyst that created it.
In terms of pure wrestling ability, I have to give Austin the edge here. Rock has definitely worked at his craft and improved over the years, to his credit, but Austin to me was slightly more technical. And IMO Austin/Bret at WM13 is better than any match Rock has ever done. I think Austin was a better storyteller in-ring than Rock.
It just "feels" like Austin has had more iconic moments. Rock definitely had some memorable times himself, the whole Rock/Mankind feud is one of my personal all-time favourites. But the monster trucks, zamboni, beer baths, Austin/McMahon feud... I mean, it's hard to think of 21st century wrestling without an iconic image of Austin providing the backdrop.
And, more of a personal preference, I just thought Austin's catchphrases were "better" than Rock's. I think Rock had much more natural charisma, but I think Austin "did more with less", so to speak. It's debatable if that's actually a knock against Rock or not, but I felt myself enjoying Austin's catchphrases more than Rock's.
Crossover appeal, I think Rock wins that one pretty handily.
I think Austin was more of the pioneer, and Rock did much more to sustain and continue that growth. Both were crucial in the rise of wrestling's prominece over the past 15 years, but at different phases, I guess.
OH and one last point. Stone Cold Stunner >>>>>>>>>>>>>>>>>>>>> Rock Bottom
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