Currently, the in-season tournament has no cachet because it's brand new. There's no name recognition or tradition behind it yet. If the NBA sticks with it, winning the tourney might "mean" more as the years pass because the distinction has some history and cachet to it. Interestingly, I don't think the NBA actually needs to do all that much to incentivize the tourney for the players. There's a trophy. These guys want it. And they don't want their opponents to have it. I mean, you all saw Domas haranguing Kevin Huerter at the end of last night's game for not putting up a shot at the end of regulation, since point differential matters for the in-season tourney. These games have just started, and the competition is pretty serious across the board. Everybody's playing hard! It's exactly what the NBA wants, to make regular season games matter a bit more.
My major criticism of the tourney is that I'd like to see it relocated to the middle of the season. NBA fans are already excited for NBA basketball at the season's opening all the way through the Christmas Day slate of games. It's not until the dog days of the season in February and March that the players' effort starts to drag and fans start to tune out until the playoffs roll around. While I think the players are on board with the tourney for sheer "competitive nature" reasons, I do think the NBA needs to figure out a way to justify the tourney to the fans, and to differentiate it from ordinary regular season games. Right at the beginning of the season, it's all a bit confusing for the average fan, I think. What does this mean? Didn't the season just start? Why are they playing for a trophy in November/December?
If I were the commish, I'd consider finding some way to reconfigure the tourney so it's later in the season and so the tourney semi's/finals replace the regular slate of All-Star Weekend events. Let the All-Star selections be an honor unto themselves with none of the typical festivities attached to it, especially given how stale the All-Star Weekend experience has become.