Chris, you made some good points and I like your open-minded point of view. But the new technical rule could really cause some serious problems and giving the refs too much power can allow them to sway a game for the players or team they like, and we all know it's been done before, for various reasons.
This gives them more power to make arbitrary calls.
And frankly, I consider myself part of the 'public' and fan base and I attend some games. I actually like to see my player's reactions, i.e., KG's mean and scary looks. I'm really going to miss that. It takes away so much of a player's freedom to just be himself in a very emotional game.
I don't see that the public has a poor image of the NBA, quite the contrary. The NBA is considered to be the kindest sport as compared to football, hockey, baseball. What image problem is there?