I think the OP is on a wind up isn't he?
You're whingeing because Murray would rather be dedicated to making himself the best tennis player he could possibly be rather than turn up at some completely meaningless PR, celebrity infested circle jerk "award."
This gets me really hot under the collar. We as Brits worship hopeless wasters like Gascoigne, Best & Flintoff who ruined their own careers through not looking after themselves properly & then whinge when one of the most single minded, determined sportmen on the planet won't smile sweetly and kiss a*se for the cameras.
Bingo. We have a winner.