Not quite sure about Zion. Man just played 21 games in the NBA, media sure loves hyping the kid. Kinda feel bad for Kawhi not getting the attention he deserves, but pretty much he don't want having the attention too. 
Felt bad for Ja Morrant 
. Young man excels among the rookies the same draft year as him. No idea about the market thing but does it have any connection? I mean they just ruined real recognition on the floor. Just pure hype, Zion doesn't deserve it yet in my opinion 
. Makes me wonder what would be his rating? Luka, Trae, or Ja should've made it. Or maybe Vince itself though it's kinda late
. I think it's because of the position he is holding and the hype itself, he is just a rookie so his name is still fresh in the minds of the people, plus he is also doing well in the NBA, help his team to rise when he resume playing after an injury so he is getting that popularity.
We don't know what the criteria is, otherwise it would be easy to debate and choose our favorite player to be the one who are deserving for the spot.
This is business so let them decide on how to market their product, besides, they are managing the business and they know what's better for it.