You nailed it, all of it. The case of Maja Ognjenovic is an incredible tale of a late bloomer (but a "late bloomer" who was also very good early on...if that makes sense), in more than one sense. If you would have made a questionnaire in volleyball circles in 2012, asking for people's thoughts on Maja, at most they would have said that she was a major talent who never achieved anything close to her potential, and probably would not be even regarded as top 50 setters of all time. Also, she was not even the most popular or well-known player in Serbia. She was 28 at the time.
Now, seven years later, she is widely regarded as one of the greatest setters of 21st century, a living legend of the game, and she is one of only handful of female athletes that is widely beloved and respected in her home country, a country which is very misogynistic in general, and for the most part only cares and "respects" female sports/athletes as far as they are able to drool over them. Plus, what Joana said about her private life, and how she has grown as a person in her late 20s/early 30s.
Now, I'm not saying that 2012 in specific is a big demarcation point, or that she didn't have at least some of her biggest successes before that (as well as some duds after), but it really puts things into perspective, when you view it from that angle.
Sorry, but this highlighted is complete bollocks. Successes of female athletes have always been celebrated and acknowledged in Serbia as much as they would have been in any other country. The fact is that women's sports are generally less popular than men's (for various reasons).
And yes, better looking athletes get more media coverage, but that is not an exclusively serbian thing. E.g. how many people know who Maria Sharapova and how many know who Justine Henin is? Hell, it happens in men's sports as well.
I mean, sure, Serbia has a lot of issues, but equality in sports isn't one of them.