It's not a conspiracy and Stern has nothing to do with it. It's the writers.
Sports writers in general are the laziest "creative" people there are. In this (and nearly all" cases, they just begin with a premise (here "it's kobe's team and kobe is the best") then take what actually happens (6-24, Gasol clear team MVP) and fit it into whatever they thought before the events unfolded (Kobe makes his teammates better, it's his competitiveness that rubs off on Gasol, KOBE did what it took to win, intangibles, etc.). They don't actually take new information and form new ideas.
It's the definition of un-objective, un-scientific thinking.
Biggest example is Bill Simmons and his book. He takes a neat story with Isiah (would have been good enough as a standalone story), but "The Secret" the premise of his whole book. He then declares from the outset, that you need The Secret to win. His evidence, then, is a chronilogical accounting of Championship teams and players and thus searching for how each of those possess The Secret. It's completely circular in logic: You need X to win, and the only evidence X exists, the only way to see who has it, is to look at who wins!
I heard him discussing how he'll have to re-write the Kobe stuff. Did Kobe change as a player? no. He's always been the same: very good. But according to Simmons' logic, he didn't have The Secret, then somehow, without changing anything about his play or attitude, because he's won without Shaq, he now has it! Weird.