Is it what the people want or is it what the people have been made to want by the media's infatuation with both players, even before either had done anything as a pro?
I'm not one to complain about media coverage of the Spurs, but I also think that there's been a pervasive "let's pimp a few guys and make them stars and then fawn all over them" component to media coverage of the NBA for a long time. Frankly, I think the NBA wants it that way. But I also think that it's that sort of coverage that leads people to ignore matchups that don't include those select few players. I'm not sure that the run-of-the-mill sports fan would be turned off to a Spurs/Magic Finals in the main, but since virtually none of the players on those teams are among the media's anointed children, people believe that there's no story and that the games won't be worth watching.
I don't buy that the people are driving coverage that way, either.
In the end, there's nothing I can do to change it. I've never thought the legitimacy of championships turns on TV ratings and I think that those who would try to diminish the greatness of a team by pointing to a low Q-rating are inane.