LeBron stole all the Treme Emmys

This Dave Zirin post is a bit uneven. On the one hand, Zirin is criticizing LeBron James for his selfishness but on the other suggesting that it's a bad career move for him to go to Miami where he'll have to share the spotlight with Dwayne Wade. Still the larger point is a good one.

It's one thing when an endlessly ravenous 24-hour sports media leviathan obsesses over the next move for the most valued free agent in sports history. It's quite another when the athlete himself chooses to bathe in the hype to such an embarrassing degree. Within the lat 24 hours, James has started a Twitter account with the handle "King James", launched a website, and made the decision to further enmesh reality television with the world of sports. It's bombastic nonsense for a player who calls himself King even in the absence of a championship crown.

So James is media-whoring douchebag on top of being a selfish bore about to break the hearts of a long-suffering fan base. It's hard to blame him, though. After all we live in a time where everyone is more or less expected to be a self-congratulatory brat in one way or another. Don't believe me? Go read your Twitter stream for a few hours and come back and tell me our common tongue isn't at least 75% narcissistic bullcrap. It's one of the reasons we confuse activism with modeling.

Anyway, in the meantime, this is interesting.

According to Adrian Wojnarowski of Yahoo! Sports, Hornets guard Chris Paul has left Octagon marketing to join LRMR, the marketing company run by LeBron James and three of his childhood friends. The firm now has three clients; James, Timberwolves guard Jonny Flynn, and Paul

. Is that anything like Ricky Williams signing with No Limit?

Or maybe something else is going on.