Well, yes, but... if we assume (for the sake of argument) that he's interested in his brand more than he is football, then his motivation is potentially questionable.
Again, we're assuming a bunch of stuff for the sake of argument assuming that Hutch is all about making football great and fun and all that and Thibs if all about making himself great and rich, then Thibs might be less likely to put all his effort in plays where he doesn't stand to win the accolades. If he's rushing the passer, he'll go all out. If he's just blocking his zone he might not put as much into it.
Off the field he may be less invested in little things like working hard. He might be less winning to work with a team to restructure a deal or mentor new rookies after he's had a few years of seasoning. He might be less winning to come back after an injury if the team isn't in contention for the post season. He might be less winning to stick around with a smaller market team if he can land a contract with a higher profile team.
Now I'm making a LOT of assumptions and conjectures here and I readily admit that. I don't know Thibs AT ALL so I can't say if this is him at all. I'm just trying to say that I can understand how 'commitment to football' could be seen as an issue and pointing out areas where it might manifest itself.