I really don't think what he said is that bad. What competitior would be satisfied with getting three balls thrown his way when he knows he can do way more?
If he said this after a playoff win or even if the team was doing well I would be shocked, but if the bills are 5 and 7 and they are out of it, (which they always were around the last 3 years) of course he is playing for selfish reasons. Everyone else is as well