I think it was better in the 90's.
The players seemed to care more. The stars then and now obviously care, but the other players in the 90's seemed to care more.
The teams had real dislike between teams, the rivalry aspect of the NBA has vanished. It's not less it's simply gone. Having players play against each other that play like losing to "those guys" would be a disgrace makes the games more entertaining.
The NBA has changed the rules to make the games more offensive minded, they've done this to make the games more appealing to the masses. But IMO that has diminished the competitiveness of the league. You have guys that simply don't even care about defense in today's NBA and they get away with it because they have made it almost impossible to play real defense. It's turning the game into more and more of a shooting competition, instead of a basketball game. Pretty soon they'll just line guys up at the 3 point line and take turns shooting 3's to determine a winner (can't have any contact (gasp) our stars might get hurt).
The fact that super star calls is now accepted as a fact shows that the league just simply doesn't care about the image that they cheat to favor the more marketable teams and players.
All of these factors to me ruin the watch ability of the league. I used to enjoy watching NBA games, now they are boring unless it's the Jazz. I haven't watched an entire NBA game not involving the Jazz in at least 3 years, and that includes the playoffs. It's just not entertaining to watch anymore.