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All of the people listed in the poll deserve mention as great players, but very few deserve to be considered the "Greatest player not to win the World Championship". First of all, I consider the world champions to start with Steinitz and end with Kramnik. If Topalov wins their match, I will consider him to be the World Champion. Topalov's excellent performance at San Luis is one for the ages, but he didn't even beat Anand in their mini-match. I believe that match-play is the surest way to find the best player in the world. Ok, now for the contenders: Akiba Rubinstein was, before WWI, certainly deserving of at least a chance. Mikhail Chigorin, despite his chances and his mark on chess history, showed that he wasn't strong enough to be a real contender for the "greatest non-champ." Karl Schlechter did a better job. Pillsbury, Frank Marshall, and even Sammy Reshevsky never were as great as their European and Cuban counterparts. I can't see how they could be considered the greatest non-champ. Reuben Fine had a strong argument after the AVRO Tournament, 1938. But he didn't show the consistent desire necessary to be the World Champion. He's probably North America's best candidate for the title. Among other westerners, Miguel Najdorf, Bent Larsen and Jan Timman are the three top contenders. Yet none of them even made it to the finals (Timman's match against Karpov in the alternate universe of FIDE's world championship showed how weak he was in match play.) That leaves Eastern Europeans and one Indian. I've written elsewhere (see the other link for relevant comments) why Paul Keres shouldn't be considered the greatest non-champ. To summarize, his weaknesses were widely known, and exploited, yet he was considered a "great knight" of chess. One of the players left off the list was Leonid Stein. He received no votes in the other list, but was highly recommended by a number of posters. Viktor Korchnoi is legendary for his staying power. He was Karpov's sole challenger during the desert years of the 1970s. There just wasn't anyone else who was close to them. The old soviet guard was too old, and there wasn't a strong generation of players to challenge them. That's why Leonid Stein's early death hurt chess so much. To give an idea of just how weak the generation of Karpov was, consider that when Kasparov finally came on the scene he had to defeat... Smyslov for the right to play Karpov. You want to talk about staying power, Smyslov lasted longer than Korchnoi did as a top contender! But then, Smyslov is knocked out of the running for the same reason Tal is: they both won the title! That brings us to the 1990s. It's too early to tell how good some of these players are and whether they will win the title. (Topalov and Anand don't get my vote for this reason.) Alexei Shirov was great, but most people here aren't impressed with his match win over Kramnik. Petr Leko also improved dramatically under the tutelege of Fischer, but I think (think) his time has past. Ulf Andersson was great, but never quite great enough to challenge for the title. Ivanchuk is brilliant, but too brilliant for his own good. He loses games that he could win if he was just a bit more practical. So, who's left? Well, there's David Ionovich. He wrote the greatest chess book of the 20th Century (Zurich, 1953) and tied for the World Championship at a time when Botvinnik really looked like a World Champion for the ages. His complaints many years later just don't hold water, and detract from the games themselves. He beat Boleslavsky, one of the other greats, to get to play Botvinnik, and he won many brilliant games against the best players of the next generation (Tal, Geller, Spassky, and so on). My sentimental choice is for Schlechter, even though he was never dominant. My second sentimental choice is Leonid Stein. But Bronstein makes a good candidate among those listed. EDIT: I changed WWII to WWI when discussing Rubinstein. Mea culpa for the typo.
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