Every player is rich. They are cordial with each other. Even if they harbor some bad blood, they don't hate their opponents.
It's just a game/job to them. This isn't Bird's league.
Since every star and veteran starter ends up becoming rich, it's all about the rings now. Jordan, the goose that the rest of the league didn't want to kill, (after the Bad Boys Pistons held him down for years), learned how to co-opt other stars through friendship, Nike sponsorship, etc.
LeBron, a great student of the NBA, is doing the same thing now in Miami. Kobe does it with the Dream Teamers. I think it's disgraceful that the game's most talented and successful have to go out of their way to co-opt their (lesser) opponents to win. If I were even a journeyman NBA player with any sense of pride, I'd make to sure to deck one of these guys when he took it to the hoop, especially if they were doing it to my teammates (like Miami banging around Rondo in the playoffs).