Definitely MJ.. It was an image brand thing after a while.. You'd think he was god. Watch this clip below at the 5 minute mark. MJ says twice he isn't about trash talk, doesn't do it.. Of course they showed he was probably the best trash talker ever right after wards.
It's about protecting the money.. Make him look like a better guy than he is. Pure exxageration, like your marketing the next apple product.