He's popular here in Miami because he went to school here. But he hasn't had a gaudy number season like Arian Foster or AP or omgcj2k , and perhaps that's why. But to your point, he's been consistently good for long enough that he's tracking along with the all time greats.
He also deserves some kind of fantasy award for being so consistent and durable. I don't remember him ever approaching a top Fantasy RB season, but his floor was very high every single year