time. He was known, shown and quoted all of the world. He had every opportunity to be a jerk in public and he didn't. I am pretty sure that he and his agent were savvy enough to understand that the public persona was important. They purposely chose to do McDonalds commercials and other things that gave the right impression. Many athletes have this same strategy and they pick the things they endorse and do with a lot of fore thought.

MJ orchestrated a great public persona. Tiger Woods did too, until it all blew up in his face.