I would definitely not say that Santana is "the be all and end all of guitarists".
I don't find anything that he has done (at least since his "re-launch") to be that impressive.
In fact, I'd say the same about
any guitarist who's
currently in the "pop world"....
Definitely wasn't the case 20/30 years ago and before....
But I do agree that Santana does have a very distinctive tone and that goes a long way...mucho respect!
I agree with ChiliD's list, and all the additions, and would also like to add two additions of my own:
Hank Marvin (that signature Echorec tone is INSTANTLY recognisable!)
Prince
p.s. of all the guitarists mentioned, I think Brian May's tone is THE most instantly recognisable, simply because of that awesome 0, 800ms, 1600ms delay / triple amp set-up he's had forever.