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I definitely believe that it's a direct consequence of the supposed gatekeepers of the sport being so open and shortsighted with their disrespect for the current game and it's players publicly though IMO.
No other sport do you have talking heads and former pros putting down their sport and league half as much as with the NBA. When fans see old heads and people that should know what they're talking about constantly talking down on today's game, it's hard not to expect them to think that it's all normal and cool to parrot that sentiment themselves.
The league can always improve different material things but the coverage around it is currently it's main achilles heel IMO. Like that old addage with friends like these...
It's a compounding affect. You have this weekend that is supposed to be a showcase of the league's best, on top of the regular season woes with stars sitting out for whatever reason, and ridiculously something like what Shai brought up, you're going to get that reaction.