This news has bigger implications than just marketing, apparel sales, etc.
When changing teams, a player can change his number at will. Is LeBron tipping his hand a bit, or just filing for the switch just in case?
Does this absolutely mean he' staying in Cleveland? Of course not.
But it does show he has serious thoughts about returning. If he had already made up his mind to leave, there would have been no reason to file for the number change.