10. Sidney Crosby
Now there aren't a ton of hockey players that the world would say they're considered to have a ton of star quality. Sid the Kid is one of the best players in the NHL today, and saying he's no Sean Avery is a major understatement. The Canadian lives, eats, and sleeps hockey, but despite being a megastar in the game, he is as boring as they come.
No major commercials of note despite a Reebok deal that was the biggest in the history of the league, no bulletin board worthy quotes for opponents, and his rivalry with Alexander Ovechkin has been disappointing to say the least. Crosby's still has some years in him despite the injuries, but don't expect some Gretzky-esque type rise into mega stardom from this guy.