Since the whole "The Decision" thing and the stupid pep rally (not one, not two, ...) Lebron has conducted himself pretty much as well as any stars short of Magic and Bird. Certainly as well as Paul Pierce (who I loved but had his moments). All of the modern stars (starting with Jordan) are a little more into media, brand, image, and all of that as compared to say Bird.
LeBron is the best in the world, making a run at the best ever. I am enjoying being able to witness it.