Doing these kinds of things with a player like Owens is kind of a double-edged sword.
Amazing ability, production, etc but also huge amounts of hype, self-promotion, media coverage and things of that sort.
I remember one NFL guy talking about coaches (I think) who were objectively phenomenal coaches but didn't really get a lot of attention or job offers because they weren't self-promoters.
In a world with Internet, social media and 24 hour sports coverage, It's not that difficult for even great players to be overhyped.