I think he did an excellent thing, he rattled them even more. I'm betting that in Game 6 you will see Melo and Felton trying too hard and getting angry.
And people here are so hypocritical. If KG says something to someone about his wife it's ok because he is intense, tough, etc. but when J-Craw says something almost the same he is immature, an idiot, a bafoon... Not cool.