Here's another angle. The increasing censorship within China leaves less and less opportunity for the greater Chinese population to learn about the capabilities of other countries. A few examples of excellence that are still available to Chinese citizens are the NBA, Apple products, US education and Tesla cars. Most nations export excellence of some type to China.
Having these examples in their hands or on their screens likely initiates a mild cognitive dissonance: "The CCP news tells me how terrible the USA is, yet, these elements in my life are excellent beyond what is created by my own country." It's reminiscent of Russian defectors who couldn't rationalize the images they were shown of US poverty, illustrated by films from the Great Depression wherein the 1930s streets of New York were clogged with cars. Or, Boris Yeltzen visiting an American grocery store in 1989, and being overwhelmed at the variety of products and full shelves [0].
As the reins of censorship and propaganda tightens in China, there may be less and less of the world to pierce through and belie the narrative they are fed. Perhaps we should not abandon them any sooner than we must.
With that said, if it's a deliberate approach, we need to get the messaging right. The NBA should stick to 'we are ambassadors for the USA to the world' and leave any politics at that.
[0] https://www.chron.com/neighborhood/bayarea/news/article/When...