I think they were trying to argue it was a Nike/Lebron sponsored event. And he was dunked on at his own event.
Jordan did something similar a while ago. He put on a shooting/bball camp for high rollers (ie, well off individuals that just played ball on the side as a hobby) during this camp Jordan plays a few 1on1 games with the guys... and loses. As if that wasnt bad enough the great one LOST to some CEO.... at his own camp. As if this wasnt funny enough one of the worst comedians in the world, Daymon Wayans, was there to point out the obvious and paint a good picture in the video, "how you feel... how you feel about getting humiliated at your own camp?!"
Just another example of the Jordan vs Lebron argument. Jordan did it with class and an infectious smile, "thats how the game goes, you get dunked on you get crossed over". Lebron's fragile EGO couldnt take the hit.
EDIT: found it