While I commend individual B.B. skills / talent and individual player intangibles (which I too enjoy watching eg. ESPN Highlights) and I believe it's just to be compensated highly ( $$ ), the business model of focus on the individual (which is more so easily hyped and marketable to the masses ) really does detract from the game, a Team Sport !
Sports news and the NBA needs these "personalities and their story" and individuals to market even at the expense of the team game . Although and of course, star players ( big pieces ) are needed on any viable championship contending team , chemistry of the starting 5 AND the bench players as well as coaching (teaching, training (endurance), learning and attitude) are the marks and makings of a potential Championship NBA team.
I see this said now by LBJ as to get the commitments (best offer of who he will be surrounded with by prospective teams a last push) before he goes to The Knicks with Amare Stoudemire or decides to go to Miami with Bosh and Wade as his best hoops choice but I do wonder if his ego and advertisment income hits would allow him to do so ; I doubt he stays in Cleaveland , but what do I know 