I honestly think that losing in 7 the way they did ended up doing more to energize the Celtics fan base in Boston than actually winning the whole thing would have done. I have a feeling that Celtics tickets are about to become the hottest commodities that they've been around here since the Bird era.
These guys really connected with people because of the guts and effort they displayed and I think they've got a lot of new fans today...and a bunch of old ones who are more in to this team than they've been in a long, long time.
Don't think I've ever seen someone who wasn't a sponsor take out an ad quite like this. Cool stuff.