MJ (and his marketing team) were MUCH better at marketing than LeBron - this answers OP's question. For some basketball fans, even questioning that somebody could be better than MJ is sacrilegious. But, do a head-to-head comparison of playoff-MJ and playoff-Bird (ignoring LeBron for a second), and you'll see that the question is definitely worth asking.
As for LeBron, and the charge that he is 'protected' by the NBA and press, notice is MVP snub this year. Would you seriously take Harden or Westbrook over LeBron in a pick-up game? Leonard is very good (better than Harden or Westbrook) but no LeBron (for now, at least).
LeBron has very obviously tried to surround himself with a great supporting case, though he hasn't been so successful in that regard. MJ had Pippen and also Rodman feeding him endless 2nd chance shots as the all-time offensive rebounding GOAT, not to mention MJ's many other stellar role players.
MJ played a style that is more respected by tough-guy types - hero ball that was very, very, successful. MJ was much more driven to win not just every game but every possession. LeBron plays the role of facilitator much more than MJ did, especially in low-stakes games. All the great players passively make those around them better by presenting a threat and drawing double-teams, but LeBron is much more active in this regard.
In the fantasy-situation ultimate all-time pick-up game, I'm taking LeBron over MJ.