Kobe Bryant is, and always has been, a despicable human being.
but after he finally wins a title without Shaq, the media fawns all over him and his money-grubbing trophy wife like they are America's Family. Bryant is a horrible teammate, a worse husband and a total fake, phony, fraud who is all about appearances and his own personal achievements.
the reason he is an intense competitor (when things are going his way) is because he is so motivated by self-glorification. his happiness after winning a title is not about the achievement of his team, but about adding another stat in his column in pursuit of being considered the "Greatest Laker of All-Time." it's all about Kobe.