I don't know if it's bad for individual teams, but it sure isn't great for the league. As a fan, there were a whole bunch of games this year that I would not have liked to have paid for a ticket to see the product being presented on the floor.
Obviously I'm happy with the results, but I really despised effort the Celtics were giving. And yeh, I know "they were injured", but they also were routinely outhustled on their home floor, and certainly appeared to look like last night's Magic - "not wanting it more".
You posted almost exactly what I was going to say. This has been going around for awhile. The Spurs would coast, and flip the switch. The Kobe-Shaq Lakers would coast, and flip the switch. Even the Billups-Wallace Pistons would coast, and flip the switch (didn't work out quite as well for them as it did for the others, but still).
This is not a new trend, its just the first time we have a front seat for it.