Keep in mind, even before his legal problems, they were boo'ing Kobe for being a try-hard in all star games and opposing players stayed trying to punk/sucker punch him. He was still #1 in jersey sales 3 years in a row in the early '00s but was public enemy #1 in 2005 and it wasn't until 08/09'sh that he finally got universal admiration/adoration.
LeBron was public enemy #1 in 2011 and Skip Bayless made a career out of them allegations for the next decade. We also saw how the narrative of Curry evolved from a playoff underperformer who need KD to now KD needed him. Two things Kobe, LeBron, Curry all had in common despite all the criticisms: (1) they were viewed no worse than top 3 or better, esp in their MVP years. And (2) their broadcasted games were often tied to sizable viewership/rating spikes.
Granted, being face of the league doesn't mean the league is in a "good" place. Early 00s had Kobe, Iverson, TMac, Vince, KG, Shaq etc... yet the real-time perception of the league was shyt.