Trade Prince Steamwheedle

Trade Prince Steamwheedle is or was the trade prince of the Steamwheedle Cartel. During the Second War, he allied his cartel with the Horde, the only trade prince to do so. Rumors on Kezan suggested that he was making a significant profit from his alleged exclusivity contract with the faction. After the war ended with the Horde's defeat, he returned the cartel to their usual neutrality.

It's not known if he still leads the cartel, since hasn't been mentioned since the immediate aftermath of the Second War.

Trade Prince Steamwheedle, one of the goblin trade princes, is the richest known goblin on Azeroth, and runs the shipping division of the Trade Coalition practically on his own.

The goblins allied themselves to the Horde in the Second War (because the orcs paid and/or intimidated them), but in the Third War they were a neutral force, making money off every side.

A Horde ambassador ventured forth and met with Trade Prince Steamwheedle, asking for the goblins to provide machines and technology to the orcs, in exchange for spoils and gold. In the beginning, the arrangement seemed perfect. Trade Prince Steamwheedle believed that the orcs would win the war, so he found it natural to join the winning side. Plus, the profits flooded Undermine's coffers, and the goblins expanded their slave markets. However, other goblins disagreed and remained neutral; thus, only Trade Prince Steamwheedle and his subordinates joined the Horde. In the end, Trade Prince Steamwheedle realized his mistake and left the Horde, and the goblin race remembers the mistake and remains neutral to this day.

• Marin Noggenfogger, the Baron of Gadgetzan, may have taken Steamwheedle's place as leader of the cartel. Marin seems to have enough authority to ally the cartel exclusively with the Horde or Alliance, whatever that may mean. Traveler: The Spiral Path calls Marin "a leader" of the cartel, which may or may not confirm that he runs the cartel as a whole.
• Perhaps he is the goblin tinker Ratso Steamwheedle, or they are related.