the GOAT in soccer is pele. you take pele back in his prime and have him play today, he would still dominate, imo.
ronaldo sort of has a bad reputation. he's not seen as humble or being a hard worker and messi is. it's comparable to what randy moss went through, imo. there is a ton of politics involved as to who wins the awards, etc.
lebron is the better player, respective to their own team and sport, imo. lebron basically does it all and messi doesn't. lebron took the cavs to the finals, brehs and look at what happened once he left.
barcelona still won the euro without messi. the engine of that team is xavi, iniesta and their system.
a lot of the praise messi receives is well deserved and earned, obviously. in addition, from all accounts, he's super genuine, honorable and one of the all time greats, already. but, the media does also promote this to a degree much greater than they do with anyone else in football. as good as he is, he's even greater from the eyes of the media, which is driven by the business world. it makes money and is good for soccer to have messi be the face of football.
without a doubt he's great, but not as great for people to already call him "thee" GOAT.
just my opinion, of course.