Actually, it's the opposite. The small-mindedness of Spurs fans keeps them from actually thinking their players are deserving of recognition. The Spurs have four NBA championships. AJ will be their sixth retired number. That's a pretty damn impressive ratio.
Compare it to other teams:
Atlanta - 1 championship, 3 retired players
Cleveland - 0 championships, 6 retired players
Dallas - 0 championships, 2 retired players
Denver - 0 championships, 5 retired players
Detroit - 2 championships, 7 retired players
Indiana - 0 championships, 4 retired players
Milwaukee - 1 championship, 7 retired players
New Jersey - 0 championships, 6 retired players
New Orleans - 0 championships, 2 retired players
New York - 2 championships, 9 retired players
Philadelphia - 2 championships, 7 retired players
Phoenix - 0 championships, 9 retired players
Portland - 1 championship, 9 retired players
Sacramento - 1 (

) championship, 8 retired players
Seattle - 1 championship, 5 retired players
Utah - 0 championships, 6 retired players