I find ESPN's NBA page thing on Lebron to be misguided. The people watching for Lebron are casual fans who are interested because they think they should be hyped for the Heat. (Yeah you know it) So its effective hype, but its not really a relationship between the fans and Lebron like I've seen with Kobe or MJ.
I haven't posted about Lebron in awhile because I just don't find him interesting anymore. Yes, he's talented and has a physical advantage over others and stats, etc, but all these things that used to be interesting are less interesting when he's got all-stars/superstars with him. The Heatles make Lebron less majestic because of a guy like Wade. And because he has that talent with him, I had expectations of a very beautiful sort of offense to be played but that never came to be. It's some athletic fast breaks and then some boring, unimaginative half-court play that doesn't really amaze or entertain me.
The Heat winning isn't interesting because of course they should win.
And Lebron as a personality? I think the Decision just overexposed him and then put him in a 'heel' sort of position that he wasn't ready to be. I don't hate Lebron because he was a dick, but I could have if he'd done more with it. For he's been a very boring dick since then, a poor heel, and he gave up being heroic and the in between is boring.
I got bored of the Heat pretty early in the season and I have seen them play this playoffs, but I mostly watch their games for the other team. If I root against the Heat, it is because of how the team was assembled and it is certainly a anti-Heat thing and not a Lebron hatred because he is neither heroic or heel, and the team winning is pretty much expected.
Even nbagaf's hate for Lebron moved on to Derrick Rose. ESPN seems to be the entity obsessed with a storyline they had planned for but their main character isn't as interesting either negatively or positively within the new situation.