This just started yesterday after Bill Simmons re-tweeted someones idea to do this. On twitter right now where many people who are unfollowing all nba players, execs, and owners to show their dissatisfaction with them and what has happened with the lockout.
I don't think this accomplishes anything concrete, but it can send a message about the dissatisfaction of the NBA's fans.
If nothing else, it is just a way for fans to release some frustration about all of this.