Bill Simmons, ESPN's sports guy, wrote a long column on the whole LeBron thing, but let me just give you the final paragraphs, which are great:
"… what the hell kind of sporting event is this? It's like college signing day crossed with JFK's assassination. LeBron's team wanted to keep people talking and promote his website, and really, that's what happened. The man nearly exploded Twitter and melted ESPN. He transcended free agency, the World Cup, everything. He will draw a massive television audience tonight; he's the only professional athlete who could have pulled that off.
What a week for LeBron's brand. I just hope he remembers to wipe the blood off the knife after he pulls it from Cleveland's back."