It’s easy to hate these guys when you watch this lame video. It’s almost as bad as the party they threw when the Big Three signed their contracts with the Heat last season. After choking last year against the Mavericks, you would think that a somewhat different tone would be in order.

But LeBron wants to have fun this year. He didn’t do so well as the villain, so the dopey kid is back and his teammates are joining in on the fun.

That aside, however, after two games it does look like LeBron is taking the game seriously this year. He and Wade and shying away from three-pointers and they’re focusing on transition baskets and post-up moves. It’s a shame it’s taken LeBron this long to figure it out, but I guess a humiliating meltdown in front of the world in the Finals will do that do you.

Now we shouldn’t get carried away after two games, as the Heat ran past two older teams. The Mavs have new players and haven’t had any time to work together. They have to win as a team like they did last year. Also, LeBron always looks good in the regular season. Sure, he’s working on developing better habits, but we’ve seen him lose focus during crunch time before.

This team is talented, and they’ll battle for the best record. But none of it matters. They have to win it all. Anything else is a failure.

SI recently published a fascinating profile of Walter Iooss Jr., who has spent over 50 years photographing athletes and swimsuit models. The man has led an incredible life, and he also happens to be a great storyteller.

In this article, Iooss recounts stories of his favorite athletes and models, like Micheal Jordan, Reggie Jackson, Paulina Porizkova and Christie Brinkley. Sports fans should read the whole article and you’ll get a real sense of the bravado and charisma of people like Reggie Jackson in his prime.

Iooss loves to tell stories of how he had to charm people like Tiger Woods. With Tiger, the swimsuit pictures got his attention right away, and Iooss could then get Tiger to do what was necessary to get the shot.

And then there were the difficult ones like Barry Bonds and the prima donnas like LeBron James. His story about LeBron is very telling:

I first photographed LeBron James in 2003, when he was a rookie in Cleveland. He was pretty raw as a teenager; he didn’t have any of the smoothed edges he has now. When I shot him six years later, in 2009, the difference was amazing. He walked in like a king that day, and he took over that room. And not only physically, although he was massive then. I’ve never seen an athlete look like that. He was muscular, charming, articulate, the prince of hoops. He couldn’t have been more of an ambassador for the game.

Times change, and sadly, LeBron became a villain to many after The Decision. I’ve seen a lot of entourages, but none like his. In July 2010 I got an assignment from Nike to shoot LeBron right after his TV special announcing his move to the Heat. We rented the Los Angeles Memorial Sports Arena, where the Lakers and the Clippers used to play, and there were 53 people on my crew—including hair and makeup artists, production people, a stylist. I had $10,000 in Hollywood lighting. It was huge. When LeBron arrived, it was as if Nelson Mandela had come in. Six or seven blacked-out Escalades pulled up, a convoy. LeBron had bodyguards and his masseuse. His deejay was already there, blasting. This for a photo shoot that was going to last an hour, tops.

This is how crazy it was: I wasn’t even allowed to talk directly to LeBron. There was a liaison, someone from Amar’e Stoudemire’s family. I would say to him, “O.K., have LeBron drive right,” and then he’d turn to LeBron and say, “LeBron, go right.”

LeBron had guards in the portals on the mezzanine level, talking into their hands. Really, what was going to happen? And then at the end of the shoot they all got in the Escalades. My God, I’ve been around Michael Jordan, but with him nothing even came close to this. Unimaginable.

It was obvious that this clown had a problem when he and those around him started referring to him as King James, but this episode demonstrates just how out of control LeBron’s ego had become.

One year later, LeBron is now a punch line after his embarrassing performance in the NBA Finals. He’s gone onto ESPN to discuss how he should have done things differently when he left Cleveland last year and how he made the mistake of embracing the role of the villain. He’s going back to having fun. We’ll see about that. But more than anything he needs to get rid of the obscene entourage, and I don’t see that happening.

Following his meltdown in last year’s Finals, LeBron James is going to take a lot of heat from critics, and Magic Johnson is happy to pile on.

In fairness, the platform is 33 feet high, so that is quite the jump if you aren’t used to it.

In an interview with HoopsHype, LeBron discussed the 2010-11 Miami Heat, working with Hakeem Olajuwon on his post game, the fans in Cleveland and more.

Here’s what he had to say about the 2012 Olympics:

What about the Olympics next year? You don’t want to commit yet?

LJ: I’m committed. I can’t wait for it – to have an opportunity to go to London and defend our gold medal from Beijing. It’s going to be great. I’ve always loved the Olympics just to be around the athletes from all over the world. Not only in my country but to see all of the athletes, it’s so fun… I have a great deal respect for all other athletes that are competing as well.

Later, he was asked about the MVP award.

Did you think you have a real shot at winning the MVP last season?

LJ: No.

Why?

LJ: Just the thing I did. The change from Cleveland to Miami wasn’t going to allow me to win the MVP.

No matter what.

LJ: No matter. It didn’t matter.

What about next season?

LJ: I got a chance. But they made me take a year off.

It’s interesting that he blames The Decision for not winning the MVP award.

Tough sequence there for LeBron. Loses the ball, gets dunked on, turns the ball over again and then lets his guy hit a three. Looks like he’s still recovering from his Finals hangover.

No word on whether or not this sequence was in the fourth quarter.