It's been starting them in the face for years and it's getting progressively worse. At first, the likes of Horry, Jackson, Blair, could be brushed off as malcontents who either wanted to extent their stay or play. Then it was whatever the happened with Dedmon, then it was some of Simmons' comments, then the Aldridge fiasco, the S bag saga, heck even subtle shots and/or frustration from the likes of Green, Anderson, Bertans, Murray, Walker and finally, the bizarre Carroll situation.
Most of these players have a two very obvious things in common: They're black American and millennial. That encompasses the majority of the league, particularly the upper crust.
They clearly perceive of this organization as being at best a dictatorship, replete with militaristic rigidity and a lack of freedom (many have referenced this) and at worst a plantation mentality.
These are the people they need to repair their image with, especially being in a non glamour market. They need to create an environment conducive to them, which means loosening the reigns on court and off court, promoting the individual, both publicly and privately.