CN1,
The NBA is a business. I am pretty sure that David Stern and his cronies in NBA headquarters tilt the playoffs to ensure that the most marketable teams get to the finals.
Milwaukee wasn't getting there no matter what. Milwaukee is a tiny market with no real superstars. (Ray Allen does not have the appeal of Iverson). Would anyone have watched a Bucks-Spurs finals? Only hardcore fans.
So, yes, I am claiming the games are, to an extent, fixed. The NBA wanted its MVP (Iverson) against its most-recgonzed face (Shaq). Also, there is the appeal of the 6-0, 165 pounder against the giant of Shaq. Also, Phily and especially LA are large TV markets. More advertising dollars.
Now that the Finals are here and the marquee players are playing, the amount of advertising dollars made skyrockets if it goes 6 or 7. Most people won't even bother with watching game 4 if it's 3-0. Again, only the hardcore fans will, not the casual. But a close series attracts viewers; a game 6 or game 7 means more TV time = more advertising dollars.
The NBA is not about the best basketball on the planet. it is about advertising dollars. The TV money is what allows player salaries to get so high - the salary cap is a percentage of the TV revenues.
Sounds farfetched? Well, Jordan's Bulls were the top team in the league whenever he was there, without a doubt. Yet they NEVER swept a Finals. More games equalled more of MJ on the tube.
The league wants 6 or 7 games. Hence the officiating.