He is, but it's not so much Kimbo hyping himself as it is the people trying to make a buck off of him. I doubt it was his idea to record his backyard fights and post them on the net. I'd say Kimbo's pimp (the porn guy) was responsible for that. People responded to the vids, so they kept recording them. I doubt Kimbo intended to become an internet sensation, but ya can't blame him for capitalizing on the opportunity.