Sid. If anyone has the name recognition in the NHL, it is Sidney Crosby. Like him, hate him, or whatever, even non-hockey fans know about him. Malkin, while great, doesn't have the same buzz. If I'm starting a team, I want $$$. Sid will bring that. From a hockey perspective, he was the scoring leader all year long, despite the hodgepodge of lower-level talent on his line. I think some forget the depths of Malkin's funk earlier in the season. He just wasn't good.
There's a reason why fans in NY, Philly and elsewhere get so worked up over Sid. They'd all kill for him. Malkin may be the greater talent, but Sid's the whole package.