From your list I'd pick Elway. But My all time favorite is Ken Stabler. At that time the Raiders had a habit of not waking up until half way through the 4th quarter and then coming back to win. It made for some very exciting games.
Tom Brady (ex quarterback of the Michigan Wolverines) may well be the best quarterback ever, some day. But He's too young for that now.
Potential is a tricky thing. Remember a few years back when Bledsoe was the brightest young star at QB? He didn't even make this list!
The answer is Elway because he managed to do so much by himself. And because no other QB with such running ability has been as good at the passing game.
If Marino had won a pair of Superbowls, he could be the answer. If Montana had not had Rice to throw to, but had done as much, he could be the answer.
Throwing Unitas into the mix makes it hard. It's like comparing Ruth to Clemens--you just can't compare the two. (Or like comparing Jim Brown to Barry Sanders, if you want to stay in the same sport)