Well almost, more like teams don’t hate each other. There’s no team rivalries to speak of and since it’s so individual star driven there’s more concern with brand image than there is showing up your competition.
We don’t live in an age currently where NBA rivalries can exist.
I remember when the NHL was on NBC, they would have Wednesday Night Rivalry which was a night where two teams who had a rivalry would play (such as: Boston vs. Toronto). This was regardless of current team standing. It was dope af.
I love the NBA and I think much of this ratings talk is blown wayyyy out of proportion. But, the league lacks excitement and a level of fun right now. It's on the NBA to drum up excitement for the games.
Moreover, there needs to be more games on national TV and a consistent schedule of national televised games. Having ESPN broadcast NBA on SOME Wednesdays or TNT on SOME Tuesdays is annoying. If it's Tue, Wed, Thurs, or Fri, NBA needs to be on for everyone to watch. No exceptions. Imagine if the NFL let Amazon take Thursdays off from broadcasting TNF.