From: CBS News
There's no doubt that Michael Coulthard had a very impressive and credible media résumé before arriving in the then-WWF in 1997 at the birth of the "Attitude" era under the name "Michael Cole."
He reported on the presidential campaigns of Michael Dukakis and Bill Clinton, the David Koresh compound siege in Waco, Texas...even the civil war in Yugoslavia.
After replacing Todd Pettengill as a backstage interviewer, Cole served as a source of ridicule for D-Generation X, with Road Dogg Jesse James and X-Pac mocking his ears and comparing him to Pettengill, and Triple H, Chyna, and Shawn Michaels giving him wedgies "that'll leave a mark for sure."
On the first DX video, he was bullied throughout and walked and talked overtly dorky: stuttering, stammering, tripping over his words and feet, and pandering to mighty McMahon's authority in contrast to a DX that, at the time, was the epitome of rebellion.
Fifteen years on, he is still Vince's lackey, but instead for real...as McMahon's mouthpiece.
For those who remember his early days, it's quite rich that McMahon's desire to humble the darlings of the internet wrestling community, such as Daniel Bryan, resulted in Cole parroting Vince's jibes at Bryan for being a "nerdy" vegan do-gooder.
But it's not just the character Cole portrays that earns him a place on this list.
Particularly when compared to Jim Ross, Michael Cole has never been particularly good at calling spots on commentary, something, it seems, almost every wrestler agrees on, despite McMahon's preference for the smart appearance and clean face of Cole.
He continues to deliver lines mocking JR's Bell's Palsy during the midst of a WWE anti-bullying campaign. This is aside from Cole's homophobic slurs on Twitter under the veil of being "in character."
And there lies another key problem.
Cole switches between face and heel commentator, while continuing to drone on about angles that have already spoken for themselves, and fails to put over the action in the ring to the point of damaging the product. There's no sense of passion, interest, or genuine urgency to Cole's commentary.
It's likely Coulthard is content with prominent television time to justify his lucrative contract while his son works in WWE's TV production department.
However, there's no doubt Michael has the abilities in real life to deliver more than all this on WWE screens.
But WWE don't realize that often less is more: by having Cole do what he was professionally trained to do (report and commentate on events in an informed manner) he could be far more effective, rather than transitioning from an interview geek to an annoying announcer repeating force-fed lines, eating up limited airtime that wrestlers could use more effectively.