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I would argue that most of his matches are very slow paced, boring wrestling matches indicative of their times (the slow 60s/70s style).
He has like four memorable matches (Robison, Strong Kobayashi, Fujinami, Vader) in a career that spans decades and decades which is a pretty poor offering compared to people like Flair and Terry Funk, so I wouldn't say he's anywhere in the GOAT conversation as a wrestler.
Definitely one of the GOAT carnies though.