I think Tatum's issues is that he does not have a story that makes him interesting to casuals. Superstars are Superstars not just because of their performances and accolades but the story around their careers.
Magic Johnson and Bird have the story of how they saved the league and competed to bring the best out of each other, they passed the torch onto Michael Jordan who had to overcome the bad boy pistons. 6 Finals, 6 MVPs, No Game 7.
Kobe the kid from Italy, growing up in Philly and skipping college to go straight to the league. Gets drafted to Charlotte then traded to LA under Jerry West's wing.......you know the rest.
Lebron being the chosen one. Basically dominant as soon as he enters the league. Chooses the number 23 and calls himself King James. Makes The Decision, which many still hold against him today. Wins two in Miami then goes back to Cleveland where they eventually beat the 73-9 Warriors.
Steph Curry being Dell Curry's underrecruited son, too small, just a jump shooter. Gets drafted to a terrible Golden State team and struggles with ankle injuries before overcoming his injuries and exploding in a way nobody expects. The Jump shooting is polarizing, can you really win Jump Shooting. We know the answer now but did Steph destroy the game?
Kevin Durant the most natural scorer, basically impossible to guard. Gets to the final with OKC then looks set to dominate the west but loses faith in Westbrook and joins Golden State as they win two Finals in dominant fashion. What are those Chips really worth with a team so stacked. To make it wrse Steph wins another without him, after he leaves.
This is my personal opinion on what the issue is with Tatum. His story is not compelling to many and there is nothing polarizing about him or his style. Larry Bird was a dominant CAC, Magic Johnson a 6'9 point guard. Some claim Michael Jordan won his Chips, in a watered down league with the expansion. Lebron's game is considered dominant but ugly to some. Steph has the jump shooting stigma, weak on ball defender, Durant is not the best playmaker etc
You get my point. It's the combiation of your journey, dominance on the court and glaring flaws that combine to make you interesting. The guys I mentioned all have very interesting different personas off the court also.