It was an Adidas-Nike party... as always
Messi may be a freak of nature, in the way Cristiano Ronaldo is, but you can't label a player "the best" just for his numbers, at least IMO.
Messi scored a lot, yes, but without Xavi he showed he's human, while playing for Argentina. Still, he's Adidas face
Iniesta is a media darling, seems like a humble guy, and he made The Goal, winning the WC for Spain for the first time. He didn't deserve it more than Snejder, but he starred the most epic story with that goal. Nike guy.
Xavi is my favorite player (and I'm not a Barça fan) so I'm not neutral at all. He is the main reason, next to Casillas, for Spain to win the Euro 2008 and the WC 2010. Xavi makes everyone around him a much better player, he sees the plays 2 seconds before anybody, and really sets the tempo of Barça and Spanish NT. He's the playmaker. But he's an Adidas guy, so Messi takes his place.
the 3 are great players, but Xavi, being 30 y.o. might not get another chance. I really didn't like it.