People like winning teams. Teams that win more get more TV coverage, and their starters get big ownership numbers in GPPs. Which is why just about every GPP you'll see hefty ownership numbers for Steph Curry, even though at his equaly hefty salary you very rarely will see 6X+ value from him. NBA DFS is tough competition, and you need to roster players that can produce big upside if you want to win in tournaments.
As a contrarian play, you'll find some low-owned sleepers by looking at teams that have an OK win record, but produce Fantasy Points in-line with the best. Especially if these teams are going up against an opponent known for allowing points to rack up.