He doesn't "exploit" his heritage; if people ask him about where he grew up, and about fried moose, he talks about it, but he's not always in yo' face about being Moose Cree, or having attitude because of it. Yet he meets and talks to native kids whenever he's on a road trip in Canada. And he's made speeches to at risk youth too, which I would think is hard for him since he's so shy and looks absolutely terrified on camera whenever he's being interviewed.
He's just amazing as a player. Obviously, he works well in a Brett Hull type role with Joe, but he can manufacture his own goals too. He got 28 on a checking line, and in his rookie year, when everyone else had mailed it in, pretty much, he tried hard every game. That was when his skating wasn't that great, and every game it would be either the puck or Cheech in the net. :P
Anyway, watching that made me so appreciative of Cheech. :) I love him. In a couple of years, he might start making me cry, like I do over Patty, haha.