Players are put under a bigger microscope then they were.
They're also compensated more.
Maybe you're only worth a bagillion dollars because of all those articles about you. That's how they generate money.
Players generate money through ticket and merchandise sales. And quite frankly, players really aren't compensated a lot in terms of the revenue they bring due to the salary cap.
I understand Kyrie's frustration at the attention his celebrity brings, but maybe one shouldn't seek out multiple endorsement deals, create a fictional character for a soda company and then make a feature film or speak out about evolution (the earth is flat).
I'm never going to fault a player for seeking endorsements. As it stands, Lebron and Durant will make more money from their respective Nike partnerships than they will from the NBA. Even a guy like Steph Curry - he's going to make money from Under Armour long after he retires because he'll own shares of the company. So it's not just about chasing celebrity, but setting up streams of revenue independent of basketball. More players should seek opportunities like this - maybe then there'd be less Antoine Walkers and Latrell Sprewells filing for bankruptcy after they leave the league.
As far as Kyrie, perhaps he enjoys acting? Despite his popularity, he's not active on social media and he keeps a relatively low profile in his private life. There's some fans who don't even know he has a daughter.