Players put themselves in the media to keep their personal brand in front of people. If you do not understand that, then you are naive at best or blinded by fandom at worst.
He was not there representing the Cowboys, he was there for himself just like every other player given that chance on TV, on radio, on social media, etc.
It is nice to see him working on his brand though while other teams are playing in the Super Bowl.
As I said, at least he's working on his branding of being the genuine guy he is ..