Less is more?

I found this, from Ric Bucher, on ESPN:

…the harsh reality, says one GM, is that winning a championship this year is not a priority over keeping free-agent-to-be LeBron James. In fact, there's a concern that if James wins a title this year for the Cavs, it might be easier for him to go elsewhere. The best scenario, then, if the Cavs want to make it hardest for LeBron to leave, is give him everything he wants and have their title chase falls short. And if you question valuing LeBron over a title, forget it. James roughly doubles the value of the Cavs' franchise, according to league sources. It might offend winning-is-everything sensibilities, but the truth is $200 million (the value James adds to the Cavs) means more."

What is the implicit model?  Is it a behavioral claim about James, namely that he dislikes frustration and wants to finish the job in Cleveland?  Or is it about the bidding behavior of other teams, namely they want him most (and there are more dimensions to a deal than just salary-capped $$) if he wins a title and less if they think he will quit on them too?