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.

Kevin Durant: Liking anti-Russell Westbrook Instagram comment was ‘total accident’

AP Photo/Sue Ogrocki
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Kevin Durant liked an Instagram comment critical of Russell Westbrook.

Here we go again?

Royce Young of ESPN:

I’m not inside Durant’s mind. He could be lying to cover another burner Instagram snafu.

But I tend to believe him. It’s easy enough to accidentally click like, and the greater context is on his side.

Durant has always tried to downplay a feud with Westbrook. Even at the personal rivalry’s peak, Durant just seemed as if he wanted Westbrook to like him. So, it’s nearly impossible to believe Durant – even for a button-pushing moment – wanted to publicly slight Westbrook.

But maybe Durant wanted quiresultan or some other alter-ego to do so? Maybe, as beaten down as he looked by the controversy over those deleted tweets last summer, Durant didn’t learn his lesson and still uses burner accounts. I certainly wouldn’t rule that out.

Again, though, this would be a weird message. Last summer’s deleted tweets praised Westbrook while slamming the rest of the Thunder. Durant was going to have a burner account take the opposite stance now? That doesn’t really add up.

NBA apparently reviewing whether Russell Westbrook should be suspended for Thunder-Jazz Game 5

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The NBA has a hard rule during altercations: Any players who leave the bench area receives a one-game suspension. Intent doesn’t matter. It’s not negotiable. The league simply doesn’t want more players entering a fracas.

Russell Westbrook found a gray area last night.

The Thunder star was waiting to check into Oklahoma City’s Game 4 loss to the Jazz when Raymond Felton fouled Rudy Gobert, um, unpleasantly. Gobert and Felton got into it, though not immediately. Once they did, Westbrook walked onto the court, and he and Gobert swiped at each other.

Gobert and Felton eventually received technical fouls. But could harsher punishment be in store, especially for Westbrook?

Andy Larsen of KSL.com:

A pool reporter request to the game officials to ask them about the play was initiated, but the NBA indicated that the officials wouldn’t comment on the matter because it would be reviewed by the league’s disciplinary committee.

The key question should be: Did a referee already beckon Westbrook into the game? If one did, Westbrook shouldn’t be suspended. If none did, Westbrook should be suspended.

The league will talk to the refs and get a better understanding of what happened. Their account matters most.

But one indicator working against Westbrook: Steven Adamswhose toughness is beyond reproach – was also waiting to check in and stayed on the sideline. If Adams had already entered the game, wouldn’t he have gotten involved? Maybe not, but his hanging back is circumstantial evidence pointing toward a Westbrook suspension.

Again, though, the referees’ accounts matter far more.

Russell Westbrook on matchup with Ricky Rubio: ‘Let’s get past that. We’re done with that’

Gene Sweeney Jr./Getty Images
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After Ricky Rubio‘s 26-point triple-double in Game 3, Russell Westbrook said, “I’ma shut that s— off next game though. Guarantee that.”

Westbrook definitely tried. The Thunder star defended Rubio far more aggressively in Game 4 last night. But Westbrook also fouled Rubio four times in the first half and played too out of control, committing five turnovers. Rubio (13 points, eight rebounds, six assists) wasn’t nearly as individually excellent, but his passing keyed the Jazz’s offense.

Most importantly, Utah outscored Oklahoma City by 12 in the 30 minutes the point guards shared the court and won 113-96 to take a 3-1 series lead.

How did the matchup with Rubio go, Russ?

Westbrook:

It’s not about me and him. Let’s get past that. We’re done with that.

How convenient.

Westbrook is the one who brought attention to the individual matchup. He took stopping Rubio upon himself. Now, when it didn’t go well, Westbrook suddenly doesn’t want to talk about it?

Maybe Westbrook realized he got carried away, to the detriment of his team. It’s not too late to fix that, and this could be his attempt to do so before Game 5 Wednesday.

But he also must own the egg on his face for putting the spotlight on Westbrook-Rubio and then dodging the attention once the matchup went south.

Rockets 50, Timberwolves 20: Most dominant playoff quarter in shot-clock era (video)

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James Harden missed a floater and clapped in frustration. The Rockets’ third quarter in Game 4 against the Timberwolves didn’t get off to a great start. Harden’s shooting had underwhelmed since Game 2.

Then, Harden and Houston broke out of the funk – in a big way.

The Rockets outscored Minnesota 50-20 in the third quarter of their 119-100 victory last night, giving Houston a 3-1 lead in the first-round series. The 30-point margin in the third quarter was tied for the most lopsided playoff quarter in the shot-clock era:

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Harden singlehandedly outscored the Timberwolves himself, 23-20. Paul added 15.

The Rockets shot 5-of-10 on 2-pointers, 9-of-13 on 3-pointers and 13-of-13 on free throws. Houston committed no turnovers and offensively rebounded a third of its misses.

It was incredible output, even for the NBA’s best offense.

The Rockets’ 50 points were second-most in a playoff quarter – and the most in a victory – in the shot-clock era. The leaderboard:

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