Nothing will ever change until numerous coaches/GMs/ owners speak out as one. When someone like Cuban or Van Gundy complain it's easy for the NBA office to pick 'me off one at a time with a fine. Btw, I saw a graphic on ESPN saying Cuban has amassed something like $1.89M in fines. Nine of them were from complaining about officiating.
Also, don't forget the episode during the playoffs against the Mavs where Cuban whined about the officiating of Yao. I don't recall if Cuban was fined, but I think the officiating of Yao changed after that, so if he was fined it was probably money well worth spending.