Great topic.

I think songwriting is the key. For example I love both Beatles and Led Zeppelin. I think Zep had better players but Beatles better songwriting and in the end that wins for me hands down.

It is like listening to BB King play those 5 notes in the BB Box and turning them into something magical without ever having to shred.

Most of the great songwriters have been listed. Dylan, Lennon, Simon. More recent guitarists maybe Mayer, Jack Johnson