I think people pretty much get what they deserve. Even the most talented people have technical issues that would have to be ignored to project them higher.
A guy like Tendulkar plays with an angled bat off the back foot. That isnt an issue when he is 'in form' but it hurts him when he is a little out of form.
Botham had a batting technique well suited to the medium/quicks but he didnt get properly into line against the express bowlers and consequently he never knew where his off stump was.
Rhodes was a technical mess and a substandard Test cricketer until he was properly tutored.
etc
I think it is often too easy to overlook the deficiencies in certain players and then revise history as to what our expectations should have been.
For example
Andy Caddick, on his day, was unplayable. Fast, bounce, swing, venom: he could have averaged low 20s in Test cricket. However, his failings meant that was not possible.