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Why NBA Cares is more than a PR slogan

Updated: November 29, 2006, 1:49 PM ET
By Ric Bucher | ESPN The Magazine

The NBA already has taken its share of arrows this season. Deservedly. Not satisfied with its game being faster and more offense-driven, thereby producing the most compelling and dramatic postseason in decades, the league said, "Wait, we can make it even better. Just a few more tweaks and then we'll reeeeeally have something!"

So, after referees were told at the start of last season to resist giving technicals, they were given license this season to hand them out like strip-club coupons ...

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