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Late To The Party Here . . .
. . .but, it was the PLAYERS who made it all about rings. Magic, Bird, Jordan, Thomas, Shaq, Kobe, Lebron. They were the folks who caused a players worth to go up with a ring and down if they never won one.
The culture of the NBA was thus altered to be all about the highest level players needing a ring to validate their greatness. The commentators and reporters have simply assimilated into that culture.