It's not how you play an instrument, it's how well you are able to portray emotion by playing it. An emotional player will always be more interesting than a technical player. Steve Vai is a good example of this. This guy can play a scale in any mode in .35 seconds, which is a taught skill, but nobody buys his albums because he's almost robotic- he plays everything perfectly and follows every rule.
Page, and some other guitarists such as Duane Allman, Billy Gibbons, and today Jack White are all emotional players. They don't try to follow the rules, they play (or played in the case of Duane) what their ears told them to, and it sounded awesome. This is not something that can be taught, you have to be born with it, and this is why they are admired and their music is timeless.