You are flat out wrong. I saw Joey Crawford make two calls on Jason Terry setting screens from the opposite side of the court. The Mavericks are playing out of their minds to avenge the title that got robbed from them.
I don't even think the Celtics/Lakers one is that big compared to college sports/other sports. If that rivalry was as bad as, say, Barcelona and Real Madrid, Shaq going to the Celtics would've been a MUCH bigger deal...