The league knows Luka and Wemby are the most marketable after Steph and LeBron; them not winning is not important to the league at all

The league knows after Steph and LeBron are done, Luka and Wemby are the generational superstars who will gain the most attention and generate revenue. That’s why they don’t care if OKC/SGA wins rings and mvp awards. They are happy if SGA/Jokic win 10 MVPs as long as they have to Luka/wemby to profit from.

Luka: the number 1 Jersey seller after moving to LA/most viewed player/arguably the most popular superstar right now. Luka makes the league so much money. So they are happy to have him fourth in MVP race. They know he doesn’t care and they don’t care to give him any award as long as he makes money.

Wemby: top 5 jersey seller and one of the most viewed players and media sensation. They used him in the Artemis launch video instead of SGA (current mvp/champion) they want to make him face of the league without him winning anything (yet if ever)

Hot take: the league has separate lists of who they want to win and who they want to promote. Luka are Wemby are marketable.