It says, "No hype." Unless you were living on the moon, you were totally overwhelmed with hype about LeBron James so a book saying "No hype" written by him would be very short indeed.
There were tons of titles by Tim Duncan, Kobe Bryant, Latrell Sprewell, and others. If one was almost exactly like one that had already been posted, I eliminated it. I don't think it would have beaten the Shawn Bradley one anyway.