I kind of see what he's talking about. Lebron is a transcendent athlete and should basically be all over the TV for star exposure. Its how the public subconsciously accepts he's the top star in our generation.
Magic and Bird had a lot of endorsements, so did Jordan, Shaq, Kobe, etc...hell even Wade after he won that first championship was on every commercial. Most of these guys had other ventures like movies, music, video games, etc as well.
It seems like Lebron has just been playing ball since he went to Miami...which you can't be mad at. It's a 180 from his Cavs days when he seemed focused more on his brand and being a global icon.