It was the norm pre jordan for superstars to be getting roughed up, thats why enforcers existed.
Magic and Bird were physically went at, this is why the paint was considered the big man's area and you needed toughness and everyone wasnt just strolling through there willy nilly.
Dr. J was getting hands put on him, hence his fight with Bird, and Bird got hands put on him.
Magic had to be held back from throwing hands too.
Wilt would get physically attacked by opposing players and they didn't call anything as they said he was big and could take it.
The only thing right is you saying after Jordan they stopped it.
Stern needed to make Jordan the star so he needed to ensure he could become one and altered the rules so he could be what he became.