Andre Ward. If he knocked people out he might be able to sell out his home arena but if he was exactly the same fighter he is now but had a Mayweather/Broner-style mouth on him he'd be a PPV fighter now. Without the hype and the headlines boxing is just two guys beating each other up and to turn fights from two guys beating each other up into events that people will discuss around the water cooler and pay fifty plus dollars to watch you've got to have braggadocio, controversy, arrogance, bad behaviour and so on.