I think the NBA, like any professional sports league, is having a difficult time justifying the existence of its All-Star festivities with the slew of entertainment choices available to the average individual on a daily basis, and with players so focused on personal "brand management" that the vast majority of the league's premiere talent opts out of all events that aren't the headline game itself, and with an audience so focused on their phones that they can hardly bother to look up from them long enough to watch lackluster events in which the participants are largely going through the motions. It just doesn't feel special anymore. It feels weirdly like obligation, for participants and fans alike, and I'm honestly not sure what the league can do about that. There are only so many gimmicks they can conjure before the viewing public invokes the law of diminishing returns, and I think that's where we are right now, with a diminished All-Star festival that few treat as the big midseason celebration of basketball that the league wants it to be.
Your point is well-taken that NBA fans do seem to go out of their way to pat themselves on the back for not watching the All-Star events. I mean, I didn't watch a single minute, either; I worked on a 1000-piece jigsaw puzzle with my wife and didn't at all regret missing the All-Star festivities. For me, the All-Star break is a good time to actually unplug from all NBA-related activity. But I also don't feel the need to opt out in any kind of demonstrative way, harping about the lack of defense or the imbalanced allocation of minutes between the starters and reserves. None of it means anything! People remember the All-Star selections but not much about the All-Star events themselves. In a different era, Vince Carter's infamous dunk contest performance had staying power within the low-stakes context of All-Star weekend. But in an era of extreme entertainment choice and shrinking attention spans and championship-or-bust mentalities, I just can't imagine a single moment from any All-Star event ever having the kind of impact that extends beyond the weekend of its occurrence. How does the league make it a momentous occasion again instead of an exercise in cynical obligation?