I think the decision to go back to CLE was much about branding as much as anything else.
"The Prodigal Son Comes Home" idea certainly helps the image. Especially if he comes back to lead them to a championship. I think the backlash from the original "Decision" never really went away. He heard it from fans, other players, former players, media. That had to have stung. It was really the first time in his basketball career that the overwhelming feedback was negative. I highly doubt he was used to that.
I have no doubt that CLE landing the #1 pick helped stir things up in his head about the idea of returning to CLE and how it would help his image & how it would "play" in the media. I think the move was as much about the idea of redemption as it was about actual basketball. Landing the #1 pick certainly helped make the "basketball aspect" of the move more appealling.
I think Lebron is a heckuva basketball player. I'm certainly not someone who you would label a "basher" of the guy. I've certainly defended for then once on these boards and think a lot of the criticism found here is over the top. However, let's not kid ourselves that this guy isn't concerned about his self image & his perception in the public.