Ratings shouldn't matter. The NBA apparently loves divas, bags, pussies, and rapists(Lebron, Wade, Carmelo, and Kobe) right now. Ducan isn't one of those so the NBA does not want the fans to care about him. Probably one of the best big men in the history of the NBA but he doesn't have drama so the NBA is basically like "who cares". The NBA has become a joke ever since Jordan left the Bulls in 1998. Actually, it could be a joke even without it. The lack of parity definitely hurts the sport. Right now in the NFL, there are no dynasties. There is basically a new champion every year. The same could be said for baseball and hockey. When two teams own half of the sport's championships, it makes you wonder if your team has a legitimate chance of winning 1 championship. Parity does not exist in the NBA and has never really existed when you think about it. Just look at the Western Conference. There have only been 3 teams(Spurs, Mavs, and Lakers) that have won the Western Conference since 1999.

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