No, I think Ali was an exception (I loved Ali as a boxer, btw, was my favorite at the time). I'm talking about what most characterizes an approach to athletics in any given era (I know you read it because you included it in your post). If you take the brashness, the talk, the exhibitions on the field (including after any good play and sometimes after average plays) and compare it with past eras, I think you will have to agree I'm right to say that things have definitely shifted.
Btw, Ali also kind of makes my point, because when was Ali doing his thing in the largest way? Late 60's throughout the 70's? When did Namath do his thing? Same time period.