Like it or not, LeBron James' 'Decision' is all part of the plan, and it's working

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James_numberone.pngWhen word broke that LeBron James would be announcing his decision regarding the biggest free agency signing in NBA history in a one-hour special on ESPN, the criticism exploded the internet like Brazil going down in flames did to Twitter.

Everyone and their mother wants to point out LeBron’s ego, his unfathomable self-concept bent out of control. The word “ridiculous” has been used about a zillion times along with other nastier words. James is construed as being overly self-important by the same people who have posted thousands of stories over the last week about him. Believe me. I’m one of them.

And I’m here to tell you that James’ decision surely strikes of arrogance. And it strikes of super-ego and not in the Freudian sense. It reeks of a media culture gone overboard, having lost any sense of perspective or rationale, and it cries out a desperate need for attention from one of the most powerful men in sports.

I’m also here to tell you it’s genius. And that it’s exactly what LeBron James should do.

Recognize that the people who are saying they won’t watch this debacle, who are filled with outrage over James’ little dog and pony show? James doesn’t need them. Doesn’t care about them. They’re going to follow what he does anyway. He’s already got them. These are sports fans and media who are dialed into the NBA. They know enough about James to dislike the way he chews his nails on the sideline or his mannerisms in interviews.

You know how they know those things to dislike them? They watch him. All the time. They’re immersed in sports media. And so those people have nothing James is trying to reach. They are not his target with this. If they were, he’d simply release a statement or leak it to the most convenient reporter, many of whom are currently criticizing him but would beat their own mother with a roll of quarters in a sock to get word of what jersey James is rocking next season.

He’s got no use for us, because he already has us.

But you know what he does have use for? Everybody else.

James has often had the term “global icon” tied back to his business goals and branding image. It’s a strong term and one that has a lot tied to it. It’s difficult for a sports entity to reach that kind of level, especially in a day and age where things live and die in a matter of months (the Jonas Brothers were a really big deal two years ago; cower in fear Justin Bieber). Athletes have an even more difficult row to hoe. Most of the brand expansion opportunities are controlled by their team, by their league, by the networks that air the games they play in. They don’t have that much power on their own. But James and his team have recognized this moment and are using it as a launchpad that will directly put them on another level with the people that matter most. Casual sports fans.

Thursday night, in the middle of the NBA offseason when nothing is really going on in the actual sport, 90% of all sports bar televisions will be turned on LeBron James. In Kansas City, Missouri, a local bar called Lew’s is having a “LeBron James Watch Party.”

There is no NBA team in Kansas City. Nor in St. Louis, or anywhere close to nearby until you hit Oklahoma City.

That’s how much impact James’ event is having.

Try and imagine tomorrow night, as all across America, all across the world televisions are flipped to ‘LeBron James Presents: The LeBron James Show! Starring: LeBron James!” People who don’t even normally watch the NBA, who didn’t catch a lick of the Eastern Conference Semifinals will be seeing his face everywhere. Everyone will be betting on where he goes, talking about his personality, even discussing how ridiculous the event is, even as they keep watching. Boyfriends, girlfriends, friends, spouses, brothers, sisters, business associates of people that want to watch will all get caught up in it, even for the hour. He’s the most famous person in America tomorrow night. Think about that.

You know who doesn’t care if something is a complete circus? The ringmaster. Because he’s counting your hard-earned bills after you’re done staring at the Bearded Lady.

The show is being sponsored by Vitamin Water, McDonalds, and Nike. That’s the kind of push he’s getting. Yes, those are all James sponsors. But you don’t think Burger King, Red Bull, or Reebok wouldn’t have jumped through fire to get spots? He’s donating the proceeds to charity, which means that when it plays to the casual fan, it softens the blow. Sure, bloggers and pundits and NBA die-hards will retch at the spectacle, but the middle-class father of two, sitting at home flipping channels and watching after he heard a guy from work talk about it? It plays well with him.

And that’s what James is shooting for. It makes him more than just a basketball player. What he does matters. So much, that you and all your friends remember where you were when he announced who he was signing with. It’s too much. Of course it’s too much. You have to be too much in order to get penetration in the biggest niche market of all: everyone else.

You can be disgusted by it, you’re well within reason to. But also bear in mind that James’ pursuit is something more than what just being a great basketball player can do for him. He wants to have a business empire that extends beyond the fans that buy his jerseys and cheer for him at games. He wants a place in the cultural and business atmosphere that is rarefied and extremely difficult to reach. It takes an inordinate amount of planning, expense, and effort to execute.

Thursday night, Lebron James can put himself on the map in a way few athletes, few people, ever have. The world stops for him tomorrow night.  We can turn our cheek or up our nose or whatever we’d like but this isn’t about a handful of people, it’s about the world.

And right now, King James has it in the palm of his hand.

Thunder’s Russell Westbrook has 7th straight triple-double

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OKLAHOMA CITY (AP) — Russell Westbrook had his seventh consecutive triple-double Friday night in the Oklahoma City Thunder’s game against the Houston Rockets, the longest streak since Michael Jordan had seven straight in 1989.

Westbrook got his 10th rebound with 7:46 left in the fourth quarter. He already had 16 points and 10 assists. Westbrook finished with 27 points, 10 rebounds, and 10 assists.

The Thunder won the first six games during his streak, however they fell to James Harden and the Rockets 102-99. Harden was one rebound short of his own triple-double.

It was Westbrook’s 12th triple-double of the season and the 49th of his career. He is the NBA’s active leader in the category and ranks overall.

Jordan’s streak came during a run of 10 triple-doubles in 11 games.

NBA denies Raptors’ protest of loss to Kings

TORONTO, ON - OCTOBER 26:  Jonas Valanciunas #17 and DeMar DeRozan #10 of the Toronto Raptors high five after defeating the Detroit Pistons in an NBA game at Air Canada Centre on October 26, 2016 in Toronto, Canada.  NOTE TO USER: User expressly acknowledges and agrees that, by downloading and or using this photograph, User is consenting to the terms and conditions of the Getty Images License Agreement.  (Photo by Vaughn Ridley/Getty Images)
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NEW YORK (AP) — The NBA has denied the Toronto Raptors’ protest of their 102-99 loss to the Sacramento Kings on Nov. 20.

The league announced the decision Friday.

Toronto argued that the game officials incorrectly called for an instant replay review of whether the Raptors’ Terrence Ross released a 3-point shot prior to the expiration of actual time remaining.

The Replay Center official reviewed video of the play using a digital timer and determined the actual time remaining in the game expired before Ross released his shot, and the shot therefore did not count.

The league found that calling for an instant replay review in this case was consistent with the playing rules because the game officials determined that there was a clock malfunction.

Cody Zeller throws it down all over Bismack Biyombo (VIDEO)

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Nobody can stop the Zeller brothers!

Well, that’s not exactly true. But in this case, Bismack Biyombo tried and Cody Zeller threw it down with authority over him.

I’m not starting a “Cody Zeller for the dunk contest” campaign, but this was impressive.

Doc Rivers doesn’t think Clippers complain too much to referees

PORTLAND, OR - APRIL 29: Doc Rivers of the Los Angeles Clippers has some words with referee Sean Wright #4 in the first quarter of Game Six of the Western Conference Quarterfinals during the 2016 NBA Playoffs at the Moda Center on April 29, 2016 in Portland, Oregon. NOTE TO USER: User expressly acknowledges and agrees that by downloading and/or using this photograph, user is consenting to the terms and conditions of the Getty Images License Agreement. (Photo by Steve Dykes/Getty Images)
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Pop quiz: Which team complains the most to the referees in the NBA?

You probably answered “the Clippers.” Most fans do. So do most NBA referees — And everyone else. Which is why after a recent loss to Golden State, veteran Marreese Speight (a Warrior last season) pointed to the Clippers complaining about the officiating as part of the problem.

He went on to say that the scouting report is you can get in the Clippers’ heads by knocking them around a little. Which seems pretty obvious when you watch teams play them. Shockingly, Clippers coach Doc Rivers disagrees with that. Via NBCLosAngeles.com.

“The officiating thing, I don’t think, is our issue. I will say that,” said Rivers about the technical fouls. “If that were the problem, then, Golden State would be struggling. They’ve been No. 2 the last two years in techs, too. I think we need to point fingers in another direction than that.”

Doc may not like it, but Speights is right.

The Warriors do complain too much, but they also have a ring so more is forgiven. The problem for the Clippers is that reputation for complaining starts with Rivers — he complains as much or more than any coach in the league. Then it filters down through Chris Paul and Blake Griffin.

Is it fair that more is forgiven with winning? Moot question. Welcome to America. The Clippers complain a lot and have yet to get past the second round with this core. And at times there standing there complaining to the referees does get in the way of them getting back into defense, and they seem to go in a funk.

Want to prove all that wrong? Win. In the playoffs.