It doesn't hurt. But it doesn't necessarily help either.
Nothing is happening as of this moment right now, but if this continues there will be consequences at some point.
The NBA isn't infallible that the gains they've made in the sports arena can't be reversed. Just look at the NFL this past season when the product was pretty bad. You start alienating the fans with statements like what Bron made, and then the sponsors/networks start pulling money because they got a product to sell and it's not there, it's a bad look for the league. And everybody's pockets are getting lighter.
Especially when the NBA above all other sports is marketed toward the individual.
There are better ways to do this than completely sitting out stars for games. Especially when the league has actively made strides to make the supposedly rigorous schedule easier to manage for everyone with their changes.