Carrying the torch of what the NBA is currently and aims to be in the future is almost as tough a task as saving a franchise, or resurrecting one, or assimilating into one — and James has done all three while being “That Guy.” “I’ve held that title of ambassador,” James said. “Nobody told me to do it, but I felt like if I wasn’t gonna do it, who was gonna do it? So I took that responsibility, and I’ll continue to do it till I’m done playing the game.”