Embarrassing.  Lebron only duped people to believe he was humble until he won two championships.  Chumps.

I don't get the hate here. How does this show lack of humility?  How does any of this show them as egotistical?

Because they did a photo/video shoot?  Which was likely thought of by somebody other than them.

How many wacky Nike, Reebok, adidas, Gatorade, magazine, etc. photo/video shoots are there out there?  So we're hating on this one because?

meh, are your surprised? they just won a back to back titles...you think they would be humble after 2? And who ever said Lebron was humble...he was always like that, it's just in recent years, most of the hate (from Celtics fan anyways) deflected to Wade...Lebron is always Lebron

I don't Heat the Hate anymore... in a couple of seasons, the Celtics will be a young contender and they'll be senior citizens, forgotten after Wiggins and Jabari Parker are the new sensation and get all the attention (and the calls).

But they've always shown that immature demeanor, not 2, not 3, not 4... you know.

They act like they're back to back champions... oh well. Seriously, LeBron could be a likable player if it wasn't for his continuous need for attention and praise, it's childish and disgusting. But Bosh is a nice guy. Karate Hamster on the other side, is a disgrace for the NBA and a cancer for his organization.

In their heart, they know they didn't deserve to be in the Finals in 2012, and that three-peating will take lots of luck/calls or a healthy Oden.

The circus is in town and Lebron is center ring. He really has no taste or sense of shame.