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After the Cleveland Cavaliers won the lottery, Irving immediately distanced himself from LeBron James, saying that he's a different kind of player. Williams, though, was not quite so shy. From Greg Esposito of ArizonaSports.com (via PBT):
"I think I'm the No. 1 pick because I have more star quality I would think," the small forward said. "I'm just a bigger person. Just trying to fill in for a big star like LeBron like they're missing. That missing piece. I think that's me."
Williams is unlikely to actually be picked by the Cavs, so he can afford to posture in a way that Irving can't. If Irving goes to Cleveland and proves to be something less than a star, then any comparisons to LeBron on his part would end up looking foolish. The same would go for Williams, but it'd be less of an issue with a franchise like Minnesota or Utah. For him, it's an act of self-promotion, not a move that will set himself up for failure even if he ends up being a pretty good player.
The public instinct in a case like this is usually to get on a player for being arrogant, but Williams is really proving that he understands his context as a prospect. Humility is important when a player already has a team. Prospects can afford to be a little selfish. Via Ball Don't Lie