I don't see much of an ego, as for his re-tweeting, website and his app, so what? Even the media whoring, all he's done is put across where he is with his contract negotiations and I don't see why that should be seen as a problem as all it does it stops people making shit up about him wanting to leave. I'm sure he was getting stick on twitter and has just tried to put an end to speculation.
It seems strange that any of the above would bother anybody.