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Great regular seasons make NBA players rich and famous. Great playoff runs make them legends. This has always been the standard and will always be.
Charles Barkley is judged, whether it's fair or not, because of his lack of a championship. Kevin Garnett went from being viewed as a failing star, as he lost in the first round of the playoffs seven consecutive years in Minnesota, to the definition of a leader after winning a title in Boston. Jerry West was one of the great champions in league history, but his anguish in losing his first eight trips to the Finals defined his career in many ways.