There's something about James and Nike that makes this story more stringent than it ordinarily would be. There wouldn't be as much outrage if there were video of Dwyane Wade or Kobe Bryant getting dunked on. There'd be interest, of course, but James is the most arrogant and guarded superstar in the NBA and Nike is the most arrogant and guarded company in sports. That combination has turned this story from pedestrian to interesting and, until Nike releases the video, it'll stay that way.
It's Nike's corporate-ness which is at the center of this entire fiasco. It's not just the public enjoying watching a giant company feel the pain of stepping on the wrong end of a rake. No rational human being would ever be this angry over a simple dunk video. This isn't about the dunk. This is about rage over the actions of the wealthy and powerful.