Great post, I appreciate your insight as I was born in the 70s and I watched the game from the age of 10 until now in my late 40s.
Here's what I'll say, speaking for my era. the game as your perfectly stated was pure back then as it was based of pride and respect for the sport! Once the late 80s early 90s rolled around when the national TV deals got involved it brung in substantial money for the owners. I'll always root for the players in every sport whether we like them or not to get paid!
Transcendent players outside the pillars of cousy, Russell, heinshon, west, chamerberlain and so many others the 90s is where the NBA really took off as far as it's brand. Jordan took the NBA globally, and helped generate billions for the league and owners. Same for kobe, LeBron.
I really miss the 90s NBA where guys played with heart and guys didn't create super teams to win a chip. I'm so happy to have watched the 80s celtics where it was about we not me. Bird was probably the most deadliest shooter in that time period.
Imagine if bird had the personality of a shaq his brand would be through the roof post retirement.