The NBA cant have it both ways. They have been successful for almost 30 years promoting the league through individual players. You cant market the players to entice people to attend games and then wonder why fans are upset when those players dont play. Especially when those players are healthy.
There isnt a bright line rule for this. Its a case of what people believe is reasonable. For example, the Wiz play the Heat twice a year. I have tickets to both games, one that was scheduled for December and one that is scheduled for April. Barring injury, I expected the stars (Bron, Wade, Bosh) to play in the December game (which they did) because it was an early season game.
Now for the April game, I reasonably expect that some or none of their stars will play because its close to the Playoffs and there is a reasonable expectation that coaches rest their players immediately before the playoffs.
I agreed with Stern's reasoning for the fines in the first place. This was the only time the Spurs were visiting Miami (fans only chance to see Duncan/Parker), it was an early season game and it was a nationally televised game (sitting starters could potentially affect the NBA's relationship w/ TNT and ad sponsors). People may act like the Spurs only loyalty should be to the team and to their fans but their actions have bigger ramifications. Those big TV deals and the fans willingness to pay more for those premium games are a bigger reason the Spurs are profitable and the players are well paid.
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