Pffft. I can't even begin to imagine. I saw the interview with Matt Lauer, and he seemed pretty down to earth and relaxed, like an 18 year old should be. Of course, he was sitting with his dad, who seems to attract all the attention in the room (which was actually the topic of part of the interview). I don't know how much attention he'll get if he's not a standout player, but I know that if he has a few good games to start the season, you can crank up the hype-machine, LeBron style.
He's a walk-on, I've seen him play a couple of times. I can't say I'm impressed, he'll have trouble getting PT, despite Illinois' backcourt being the weakest one in years.