In professional wrestling there are a lot of factors that go into a wrestler "deserving" the World Heavyweight or WWE championship.
Charisma, mic skills, in-ring wrestling ability and marketability are just the main factors that go into deciding whether an upper mid-card wrestler deserves that "push" into the top tier of the wrestling world.
Since 2002 when the reign of the Undisputed Championship ended after a few months of existence due to it's existence becoming a Smackdown-only title, the World Heavyweight Championship was brought in on Raw to give both brands a "World" Title belt.
Since that time, many wrestlers have come and gone and showed that they had a World Champion "look" or "aura" but never got a chance to run with the "big gold belt" or the "spinner" belt.
This article lists those who have gotten passed over since the inclusion of the two World Title belt era in 2002.