Here's a little mini-profile of Barnes, emphasizing the priority he places on building a personal brand: http://www.theatlantic.com/magazine/archive/2012/04/moneyballer/8911/

It's not a negative profile, but there are a couple of quotes and characterizations that give me pause, most notably this one:

"In high school, I was the kid from Iowa, who no one knew about and who used to work hard," he’d told me. "Now, in college, I’m more the business guy who plays basketball.'"

There's nothing wrong with being business-minded, of course -- it certainly never hurt Michael Jordan's game. And Barnes seems bright and forward-thinking, which are seldom bad things. Still, when I put together his lack of visible passion on the court with quotes like "used to work hard" and "more the business guy who plays basketball," my Spidey sense begins to tingle a little.

For those who've watched Barnes more than I have, seen him interviewed a lot, or seen him quoted extensively, does this seem like something worth worrying about?