Of course he does. I guess some people don't seem to understand that. Similar to what Obstructed_View said, who gives a crap what values you or I, or anyone here has. He's a winner, and you don't become one by not giving a . He absolutely would want that rookie of the year.
I grew up watching TD and Manu and learned at an early age that those awards don't mean that much as winning is the ultimate goal, but those guys were winning Championships so it's easier to overlook those things/awards. If your team's not quite at that level, playing for something is better than playing for nothing. Whether it's winning, improving, trying to improve your own game and be a better player, trying to show you're the best rookie etc., it's still better playing for something rather than simply being there for the money only.