Kobe is a manufactured superstar. He's a great player, no doubt. But the league is trying to push him as a legend, and casual fans are lapping it up. The fact is, he's never been the best player in the league. Statistically, he's never even been in the top three in PER or win shares, of offensive or defensive efficiency. He has one MVP and he didn't deserve it (it was a lifetime achievement award). His lifetime shooting percentage in the Finals is 40% and although he has two Finals MVPs now anyone who watched the series knows he only deserves one of them (with Pau better in every advanced statistical measure, coming up especially big in deciding games 6 & 7, and being the barometer of the Laker wins & loses). He was a key player in two of the three titles in the first run, but even less of a factor than Pippen was to Jordan. Kobe fans always try to rewrite history can call him "1A" to Shaq but anyone watching at the time knows he was a sidekick. Fact is, Kobe has never even come close to Shaq's dominance in any season.
What Kobe does have is two things:
1) Amazing teammates for all but two years of his career (this includes the year he had Butler & Odom and failed to make the playoffs). He went deep when he had 1) the best player in the NBA (by far) on his team and 2) the best PF in the NBA giftwrapped to him for nothing (not even giving up role players). You could swap Kobe with any top-tier swingman during the Shaq era and they win three, maybe more. Swap him with a top-5 swingman and pair with Gasol and titles are likely there too (I mean, what other swingman has even Gasol-level help?)
2) Excellent longevity. He takes care of himself in the offseason and that is certainly underrated.
He is not in the same realm as Jordan, Magic, or Bird by any objective measure, but the league is desperately trying to give him that credibility by force-feeding him down our throats 24/7. Heck, the halftime piece during the critical game 7 was not on the Lakers & Celtics but on Kobe's "legacy"! Are you f'n kidding me?