I think since he has to be there, he's having fun with it and probably enjoying that part of the attention, but I also think if the NFL told him today he never had to show up for this stuff again, he'd disappear from the required appearances. So, I think ultimately he would see showing up for 5 minutes, being ignored, and not be fined as a win.
There's a big difference between doing a piece for E60 that you have to agree to and have some measure of control over and being forced to sit down in front of reporters and so forth. I think he legitimately doesn't like having to do that, regardless of how he feels about media/attention in general.