Steve Austin, better known by his ring name \"Stone Cold\" Steve Austin, is an American actor, producer, and retired professional wrestler who is signed to WWE under a legends contract. He gained significant mainstream popularity in the WWF in the late 1990s as \"Stone Cold\" Steve Austin, a disrespectful, beer-drinking antihero who routinely defied the establishment and his boss, company chairman Vince McMahon; this persona of Austin's has been described as the \"poster boy\" of the Attitude Era, a boom period in WWF business in the late 1990s and early 2000's.\nAddressing his box office drawing power, McMahon and former WWE executives Jim Ross and Paul Heyman have declared Austin to be the most profitable wrestler in the history of the organization. Ross asserted: \"Nobody touches Austin... No-one generated more cash in the length of their WWE career\". Industry veterans and multiple-time WWE Champions Ric Flair, John Cena and CM Punk have each named Austin as the biggest star in WWE history, and, along with McMahon, have stressed that he surpassed the popularity of Hulk Hogan. Austin also devised the long-standing \"What?\" chant in pro wrestling.