Sour grapes. Lebron is the best player in the NBA, insufferable ego or not.
I don't think he really denies this, though, only that he's not one of the all-time greats.
And after listening to Lebron during this series talk about winning not being the "only" thing or the "most important" thing (however he said it), I can't say that I disagree with him. Hell, in tonight's post-game interview he said something to the effect of he'd be satisfied either way after game 7, though he'd prefer to win.
Who says that in that position? Can you imagine Bird or Jordan saying something like that? Part of what made them so great is that they were the most competitive players on the floor, and you'd never hear those types of words coming out of their mouths.
Something is going on - like he's prepping people just in case they lose game 7. Perhaps he's learned a thing or two after his Miami debacle - not 2, not 3, not 4, not 5... okay just 2 lol