I think the issue is such a hotbed item within the NBA fan community because the league has, directly and indirectly, encouraged this perception of itself as a socially progressive organization since Silver's takeover. They have made sure to publicly take the moral high road in high profile situations (Sterling, Charlotte bathrooms) and have encouraged players to speak out against injustices (gun violence, police brutality). Note that the financial stakes in those cases were nonexistent compared to those involved with the China fiasco.
So while I agree that the league is in an extremely tough spot based on international governmental politics, their whole social justice platform kind of falls flat if they're not willing to speak out against an authoritarian regime when confronted directly with the scenario. Which, again, I wouldn't expect them to for the reasons you mentioned. But the point still stands.