Not necessarily...there are a lot of things that factor into a card being desirable. Just because a given player if the "most famous" or the "greatest" doesn't alone make his cards the most popular or sought after. It helps though...a lot.
Plus, Jordan's cards were produced in an era where sports cards in general were printed in very high numbers...so not many are rare. I'm not a basketball collector, so I can't get into too many specifics...but to someone who enjoy sports cards (like myself) only one Jordan comes to mind. That is the 1986-87 Fleer #57, the famous Jordan rookie.
For example, I am a football guy mostly and my favorite player (and favorite to collect) is Joe Montana. I would say in football Montana is about as popular as Jordan in basketball. The majority of the Montanas I own are dirt cheap. I still love them, but because they printed so many, they hold little value.
Jordan is highly collected, no doubt about that. But, a players collect-ability...or the degree to which their cards are sought after is not alone dependent on the level of the players popularity (and thus their value is not alone dependent on it).
