One word - entitlement.
We keep doing this crap, Ime, because our guys are entitled and haven't been held accountable for years now. They think they don't have to play hard the whole game, because they've never been forced to in recent years. They've formed bad habits, and it's really hard to break them now.
Not that Ime is doing much better, but I'm thinking some tough love is in order. No other way you're going to break this. Tatum wants to complain to the refs, pout, and not run back? Sit him the rest of the half. Brown wants to daydream defensively and get lost when not guarding the ball? Yank him.