NBA-Too Much Hype?

Today's Sportscenter included a great deal of NBA talk. There was a story on where Phil Jackson would coach next, why Allen Iverson has to continue to defend himself, and if Kobe failed the Lakers.
It is getting closer to the playoffs so are they just creating stories to make things more interesting? I absolutely think they are.
The NBA is a long season and the media tries to put emphasis on one regular season game when really they do not matter.
So what the Heat have the best record all that gives them is home court advantage which in the NBA means nothing.

My feeling is that the NBA isn't well developed. There is no competition. They try to build rivalries where there are none. The only people in the league who care are the young players and the owners.

All the players feel they know way too much to be coached so why does it matter where Phil Jackson coaches?