Pet Peeve #1 - "the Kobes and LeBrons"

I can't stand when people pluralize the names of individuals to make a point or a comparison. You hear it all the time from sports analysts and reporters, i.e.:

"He's got to develop a better outside shot if he wants to be mentioned with the Kobes, the LeBrons, the Chris Pauls of the world as an elite NBA player."

HUH???!! What the hell is that? There are not multiple "Kobes," there is only one guy. Why do you need to pluralize them when you say this? Wouldn't it be equally effective just to say "If he wants to be mentioned along with Kobe, LeBron and the elite players of the NBA, yada, yada..." ??

I don't know who started this ridiculous trend among sports media "professionals" but it makes no sense and needs to stop.