This is precisely the problem and it is why I said this is a sad day for the game of basketball.
The NBA has always been a star-driven league. But the last three decades we have seen a really escalating trend of more and more increased focus on the "star", to the detriment of the game as a whole. Of which LeBron is the most grotesque embodiment - he has been treated as some sort of a deity since he was in high school, and has repeatedly displayed the effects that kind of treatment can have on someone's mind over the years, which culminated with "The Decision". He has wisened up a little since then, but the problem remains - because young kids follow the lead of those who are successful, if he wins more titles than these two you can easily see where things will be headed in another decade, and it's not a direction I would like to see the game further go into.
You can already see it with various players blackmailing their teams with free agency and trying to team up together; that's a direct consequence of The Decision and the more successful the Heat are, the more of that you will see.
There is a big difference between Jordan and Kobe one one side and LeBron on the other. Jordan and Kobe were drafted, became great with the team they started playing for, and throughout their whole career displayed a very high level of professionalism and most importantly, respect for the game. While with LeBron, as talented as he is, those things are often secondary to the brand "LeBron James" and its commercial success.