Lets not forget that owners are getting sick of the player controlled league and are trying to reign in their power to better control the athletes.
In the past the NBA let Jordan become larger than life, even changing rules for him because they needed his presence for the league to increase in popularity and revenue. The NBA too big for one individual player to move the needle like Magic and Bird did in the 80s and Jordan in the 90s.
Or, stay with me here, Jordan was just a once in a lifetime athlete ala Ali whose talent and showmanship allowed him fame far beyond the confines of the sport he played, and no one else has had that before or since. The NBA didn't "let" Jordan become anything. He became that because of his game.