NBA villainy matters more than in any other sport. We can see the players faces; no hats and no helmets obstruct our view. When you're up close and personal with the loathed, he's all the more despicable.
There are many reasons as to why a player can be detested. Technical fouls help, as do moving screens and flagrant cheap shots.
Worst of all, a villainous player can feign injury via the flop. There's nothing more infuriating than seeing a man gain an advantage for preying on a referee's sympathy.