Well, when you have the leagues best record and you are labeled as the "chosen" team and then get stuffed in 6 games by a team that people gave about a 10% chance of making the Finals (a team that then goes on to lose the Finals in 6 games in a rather sad fashion), then it's not surprising that you will be labeled as the "losers" of the post-season because everybody will be trying to figure out how you messed up so badly.
Honestly, I think it's fantastic.
What bothered me about that article, though, was that in the bit about Orlando having a bright future, they said they defeated the defending champions without even mentioning that the Celtics were missing Garnett - as if Orlando proved they were better than the Celtics at their best.