O.Z.O.
Jiminy Fucking Christmas...
More than any other sport the NBA is a star driven league. Tall Jamie Foxx is a damn good, but not great player. The J's are great/superstar level players. On top of that, the Celtics have a long, well-established national fan base. If the Lakers had won I could see the league being okay with the HeatDenver is TV death for the NBA. I don't think they mind the Heat that much, but the Celtics would be the bigger draw, and especially if they pull off the 0-3 comeback
...and, like you pointed out, winning a series after being down 0-3 is historic. I think the league needs something like that to revive flagging interest