Goldberg had charisma without ever opening his mouth. You can't buy that shit. Goldberg could wrestle an exciting squash match like nobody in the history of the business, Ultimate Warrior and Sid Vicious included. Goldberg is one of the few guys in the last ten years to get over without the promotional machine behind him... Lesnar barely got over even with the WWE title around his waist, until The Undertaker, Kurt Angle and Big Show gave him the benefit of their star power.
And Goldberg could work... watch his match with the broken-down Scott Steiner from WCW (2000?) as evidence. He also had other good matches where he held his own end of the bargain, with DDP, Raven, Jericho, even Triple H. His appeal was nicely accentuated at SummerSlam 03 in the Elimination Chamber, and the booking flaws which ruined him in the WWE were also fully exposed in the finish of said match.
Lesnar might be more well-rounded in the ring, but if that's all that mattered, Dean Malenko would be reigning WWE champion. At the end of the day, Lesnar would wrap Goldberg up like a pretzel in a shoot, but I know which of the two made the more convincing 'hard man' on TV, and it's not the guy currently tapping out at a UFC show near you.
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