He is being selfish. And we will wait and see what he ultimately gets, but he is absolutely looking out for himself right now. But that is fine. No one should slight Russell for trying to get everything he can get. Earl Thomas and Richard Sherman did the same thing. They are both the highest paid at the position, or were when they received the contract.
You can't fault someone for trying to get what they feel they are worth. No QB has taken a huge pay cut to help the team. They've restructured but at the end of the day they always get their cash. If this was Luck, there would be no reports of Luck being selfish because he was the first pick and carries with him the perception that he alone is responsible for his team's success. Wilson is being scrutinized now because the prevailing perception is he is a game manager who can't win without a great team. True or not, he's going to be paid like a top QB and, hopefully, he will prove he can carry a franchise that pays him top dollar.
But this is just another article over-scrutinizing this contract situation. I really don't think there is any brewing bad blood between Russell and the organization. I think this negotiation is just magnified because it's a QB and both sides are taking it slow.