It's the same as in any form of sport or entertainment; They just have "It". It could be the looks, physique, skill set etc. Personally, wrestling is about the right look with believable in ring talents over wrestling skill. "It" used to be someone with a certain look to sell their character, who could tell a story with a mic or in the ring. Examples; The Rock or Stone Cold. They had "it" in different ways.
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