From all the articles I read, with loyalties on both sides, it seems like LMA wanted to be with the Blazers like Duncan is with the Spurs. Tim doesn't do a whole lot of marketing, but because he's the franchise's big ticket, no one really does. I think Aldridge didn't want the attention Lillard received, but he also didn't want Lillard to have it. On the Spurs, he can be the best player or co-best player and still just be his reserved self.
I don't think Portland should apologize for marketing Lillard, since it seems clear that LMA didn't embrace the attention the same way. There's no shame in being trying to create a stronger brand through your talented players. LMA has no right to be sore at it. But Portland ended up just not being the team for him any longer. The Spurs culture checked the boxes. Good for SA, bad for PDX.