Murray is a great player, very talented, and when he plays like today he is one of the best players ever. He even managed to almost behave today, I guess against Fed, he has more respect than against Stepanek.
Problem is when he, too often, behaves like a little brat on court, throws insults, swears, breaks racquets, throws balls in the stands etc...
He is unbearable when he fakes injuries and tries to find cheap excuses for his poor performance. That's just not what people want to see from a Champion.Champions are expected to behave and be role models. Who would want to have Murray as a role model for themselves, let alone their children?
For this reason, Murray may win plenty more tournaments and be considered one of the most successful players on tour, but he'll never be in the same league as Sampras, Federer, Nadal, Borg, Laver etc... because these players have class and they know how to behave like true champions on court.