It is categorically different to try to elevate your personal brand when you've done something that warrants having one in the first place. Zion was not just the best player in his class, he is a generational player. Comparing anything he does with anyone but other sure-fire lottery picks doesn't make sense. And even then, it'd be a stretch. No one thinks social media is going away. But that doesn't mean the activities on it should be immune to criticism. Today, everyone has a platform to self-aggrandize for the few hundred or thousand people who "follow" them, but only those who lack the humility and/or self-awareness to realize they're not as accomplished or important as they think they are do it.