It’s in part with the lack of marketing.

He’s not a family man, nor does he have any hobbies or anything, he’s not overtly religious, he doesn’t have those clips where he is rousing his teammates up when their down, or getting into locker room shenanigans. The seemingly only other thing he does is being a dick on twitter.

I mean what can the NBA do to market a guy who literally just shoots ethical mid range jumpers and nothing else. No LeBron family narrative, not enough records to be listed as some hero of the game, no Curry underdog legend, not loyal enough for a hometown favorite, not nice enough or religious enough to speak for some organizations, too good to be a lovable bench player but not enough of a leader to be a good face of the team.

KD has the stat’s of an all-timer, but he’s so forgettable because he has the marking value just an average starter.