As a coach, I think it makes perfect sense for Doc to respond like this. This is a strategic move, because the Celtics only chance to be dangerous in the postseason is to be mentally tough and more committed than their opponent. Doc isn't a dummy, he knows this is his best move, and I'd bet that the team responds.
As a fan, I was annoyed by last night's game but I'm not really angry with the team. Chicago is the best regular season team in the East, they're well coached, they're deep, athletic, very tough on D and they have both talent and size on offense. They were playing at home. This is what they do.
I have to laugh when I see posters say things like "they'd be a top team in the league with more effort" or "if doc would have played X instead of Z we'd be fine". Come on now. This Celtics team wasn't championship level even before all the injuries. They're not championship level now. They're a very good team that I'm happy to watch because I enjoy watching these players compete together. But they're not at the level of the Bulls or the Heat or OKC. They can compete against them, but they're not contenders anymore.
The players can't think that way, Doc can't think that way, but as a fan if this team 'makes you sick' because they're not championship level, that's on you, not on them.