Because it's probably the only league where 1 player is a brand, they only focus on their brand, and can be completely disinterested in the actual sport. NBA Players have the least passion overall. They mostly do it to make money. There's nothing wrong with that, but if NBA players had half of the passion that NFL players had, it'd be a different game.
I don't really see it as shytting though. It's how they were brought up, so that's all they know, and only now has it been a problem. They criticize you until you prove yourself to them, and once you do...they love you. But the media and league did a great job at creating and cultivating that division.