Agreed 100%... He has made an image for himself (whatever it may be to the public) and he markets it. There is a reason besides football in why he went to Stanford.
Man, looking at this and all the hype around Seattle and San Francisco, it makes me look even further back to just a few years ago when there were some people wondering if the NFC West should just be contracted. There was some horrid play back then from all their teams.