there is much inherent tension between being a good guy and a flashy guy.

Also, showmanship is part of leadership. We should not forget this. Consider George Patton: sometimes I think about his boots, riding crop and helmet and his swearing, over-the-top persona and I think he is a great writer performing a character he came up with. But Patton's 3rd army really did execute Operation Overlord and they really played decisive roles in the Battle of the Bulge and a host of other things. Anyway, my point is, knowing how to put on a show and play up one part of your character is not something people do instead of being good leaders. Cultivating a personal brand is part of being a good leader.