That's what Fortune magazine will have you believe:
As he begins his 20th and final season in pinstripes, Jeter remains the type of role-model player that even a Red Sox fan must grudgingly respect. It's not the five World Series rings he's won or his team record for career hits. In a steroid-tainted, reality-TV era, Jeter, the son of two Army veterans, continues to stand out because of his old-school approach: Never offer excuses or give less than maximum effort.
Never gives less than maximum effort except with gift baskets. Probably why he isn't number one.