Oh R of G, I can't believe what you're saying! I have a Wed Night in San Francisco album from the 60s, and I think Albert King's tone there is great. Big, Super Reverb tone. Ahh well, we can't all have the same musical taste!
Believe it. As you likely have realized by now, my tastes are a bit outside the norm [to put it mildly]. There are a bunch of hugely respected players for whom I love their licks but can't stand the tone [Clapton, Knopfler, Richards to name just a few]. I suppose it's unfair to ask everyone to generate the kinds of tones guys like Bill Frisell and Marc Ribot get, but then again, if they can do it...
With my own playing, I put as much into getting a good tone as I do into what I am actually playing. To me, creating the perfect soundscape starts with tone. The simplest licks can become whole stories with the proper tone. To point out a couple more guys with great tone {in my opionion} aside from the two I always put at the top of the list.... Django Reinhardt, Duane Allman, Sonny Sharrock, Joe Pass, Charlie Hunter, George Harrison, Jonny Greenwood [Radiohead], Vernon Reid, David Gilmour. In fact, Gilmour is the perfect example. His greatest stuff works so well because of his expertise with tone control. The vast majority of what he plays is uncomplicated, but because of his tone it takes on a deeper meaning [at least to me].