Z, I think they're making a comparison between him and Jordan less as specifically the type of players they are/were, and more as far as attitude, competitiveness, killer instict etc.
Jordan was second-to-none in those attributes, and I think it's fair to say that LeBron doesn't measure up to him in that area.
That said, how can we really speculate what Magic/MJ/Bird, etc. would've done in this situation. They were never offered this type of situation, and I'm not so sure it speaks so negatively about Bron that he opted for the outlet that gave him a better opportunity to win titles.