Understanding the motivations behind Lionel Messi's unusual playing style

Poor tackles and holding usually occur when the player/team with the ball has the advantage. By diving instead of staying on your feet, you usually give away that advantage (unless you're in the box, have Ronaldo on your team taking free kicks, or can somehow hoodwink the ref into giving the other guy a yellow) and that doesn't make any sense to me. If you look at Messi in that video, his desire to stay upright allows him to keep the pressure on the defense in many of those situations, creating scoring opportunities and even points that would otherwise end up as free kicks. It seems to me that Messi's reluctance to dive is not some lofty character trait of his; it's one of the things that makes him such a great player: he never gives up the advantage when he has it.

In comparison to his rivals, it seems like such an honest approach that I'm inclined to see it as a lofty character trait, too.