No it's not more than other sports. There are show offs in any sports. I agree it's a bit hard to show off while running a marathon, but there are show elements in many sports, some are even judged on it. Basketball is about scoring points and defending your basket. Player who does an ankle breaker, swirms through 3 players and then shoots an air ball, is still a dumbo. Even if he makes it, that's a stupid shot and will still count for 2 points. What's the point of that one play if your team still loses. As long as we see things text based, this gives nothing to the game and giving extra merchandise on something so trivial is pointless. I would not want that showoff handling the ball when the game is on the line. I remember when Nash and Stoudamire were in Dunk contest in one all star weekend. They tryed one dunk about 15 times. That's really entertaining, NOT!
I love a boxer that shows off then get's KO-d...