Why aren’t there rivalries in the NBA?

It’s NBA rivals week and seeing the “rivalries” they have set up seems and is extremely forced. NBA just sees what’s hit at the time and calls it a “rivalry” just for it to fade out e.g. I remember they use to promote Memphis vs Warriors games because they matched up in the playoffs in 2022 just for NO ONE to care about that matchup in 2025. Compared to other sports they have no established rivalry when the league starts or rivalries that even predate the league's establishment. The only “rivalry” that existed early on in the league is Lakers vs Celtics in the 60s and I put rivalry in quotation because I feel like today no one really cares at least not as much when Lakers and Celtics match up compared to like 2009 and 2010 let alone 60s and 80s. I honestly believe that rivalry was purely coincidental as they were an opposite conferences and just so happen to be the best teams in the league at that time. Don’t get me wrong it’s still something there between them but feel fans don’t get hype or as excited compared to other sports rivalries when they matchup

I feel like NBA focuses too much on player rivalries compared to team rivalries. Like Bron vs Steph is fantastic for the league but once they retire no one will care about Lakers and Warriors matching up compared to like NFL where no matter how trash Bears and Packer are fans from each side get hype for that game or how Messi and Ronaldo no longer play for Barcelona and Real Madrid but fans still go extremely crazy at each other and Treat it like a World Cup final whenever they play.

Wish NBA established divisional rivalries in a way that made sense like other North American Leagues and definitely could’ve done that wit the NBA Cup where they could’ve just some each group based on your division but decided not to for some reason.( only reason I can think of is that some groups will be much more lopsided than others)