Kobe, like many of his colleagues, grew up in an era when the old timers were still calling the 3 point shot a "gimmick" that should be removed. Yeah, the NCAA and high schools added a 3 point during that same time, but still, the coaching influences were pertinent. The 3 wasn't the way to win the game; it was instead to get the ball to your best player and let him work his magic.
I think what made the NBA unwatchable wasn't so much Kobe playing hero ball. It was a combination of (a) players that had no reason to play hero ball were doing it; and (b) good 1-on-1 defense was considered a hard hack on the player as he drove to the basket. The combination just made NBA games a bunch of unwatchable 85-79 free throw contests.
Still say the 2004 Olympic fiasco was one of the better things that happened to not just USA basketball, but also the NBA. The games soon became entertaining again.