I used to like Lebron, but I just can't believe how much this guy is full of himself. Talking about his "brand"....what does that even mean? Why don't you go win something, dude? You've accomplished nothing, and do not deserve your own TV special to announce to the world that you plan to continue not winning any championships in Cleveland....yawn.
I'm not into the sentimental crap when it comes to sports, so I respect Lebron understanding his position and using all the leverage he has. This is his career. There are many far less deserving millionaires out there trying to maximize their holdings.
Lebron has clearly been a winner in his time in the NBA. We aren't dealing with a self-obsessed Iverson type here or a guy who doesn't care like Kemp. He is someone who loves basketball but who also has a good business mind. He will not undermine himself like Kobe does with his verging on rude press conference answers or with rape cases. He does not talk about teammates, coaches, or even opponents in negative ways to the press.
I think he is a bit stiff in interviews, especially considering how much of a joker he seems to be among friends. Like most top athletes, he has an inflated ego, but this is typically a target for hypocrites who ignore this in the players they like (Pierce) but focus on it for players they don't like (Kobe, Lebron).