I honestly don't really have a problem with it. Its a meaningless award to a meaningless game, let the league try to get the most press they can, in this economy they will need it.
How often are all star MVPS listed with a players carrer accomplishments, I don't really remember hearing it.
Conspiracy Theory wise, The ones who should be really worried are Spurs fans cause A Cletics Lakers Rematch would get the same maybe even better TV numbers than a Lakers Cavs Series but if the spurs are in it the ratings go down a lot