Are you watching your games live? If you are then you can see that there are decent amount of flare in the game. Perhaps even too many dunks. Now adding to that, if your player scores a lot of points, rebounds or dishes out decent amount of assists. You will get more merchandise. What you want to add is get additional ~2$ every time your team dunks the ball etc. While going for the dunks more attempts will be missed -> making this option another tie vs normal effect -> making dominant teams who can play this tactic earn even more.
I'm pretty sure teams in NBA playoffs are not playing for show, but are playing to win.
European basketball is different and you saying that it lacks great moves shows you have not watched euroleague this year (or ever). Biggest difference between NBA and european rules is the first step. A lot of travellings are not called in NBA, giving slight advantage to offence. We can't argue though that the best players are playing in the NBA, some players can't adapt to that game style (Navarro, Jasikevicius etc), but still NBA is the best league hands down.