Please explain the whole "Jordan isn't a Top 3 player" thing. That makes no sense. Chamberlain is probably the only basketball player who I would put in front of him and that's only a might. Jordan is a guaranteed top 2 player all time.
And yes, they do fall in love with promoting certain athletes but they are in the business of making money and Kobe, Lebron, MJ, Brady, Manning, Favre, ARod, Pujols, Jeter, Tiger, and other famous athletes sell.
I will say that they have dropped the ball and report a lot more tabloid journalism stuff, but again, that sells.