The past few seasons Kobe has lost that insecure douche part of his public persona.
He's still a douche in other ways but he answers questions honestly. If he doesn't want to talk about it he doesn't give PR answers, he says he doesn't want to talk about it or jokes about the topic.
It's been awesome to see him not give a shit what people think of him. He isn't pretending to be humble like other players, its like "I'm great, you know I'm great, let's just move on." instead of "I guess I'm good, but others are goo too, I don't want to forget where I came from, just want to play this game I have a passion for, I'm blessed." It gets real stale and the guys who don't mean it are so transparent.