The guy is kind of a promotional diva, but that has basically been the standard for star WRs around the league over the past 20 years or so.
I really do not worry about it because he's a GREAT player who, by all accounts, gives it everything he has both in practice and games.
I have no problem with self-promotion when he is healthy, just the fact he is supposed to be injured and concerned about winning a playoff game. The guy is the best WR in the game in my opinion.