Did you expect an instant contender this year? Remember, out of 30 teams, there really are only 4 or 5 serious contenders each year and a few of them stay there for a couple years. All the other teams are average or below but still have a place for generating revenue and that's the playoffs. In this league you can be average or even below and make the "NBA is Fantastic" excitement of the playoffs. If the playoffs were simply division winners each year the league would be a lot different. This league is built on marketing and allowing each team a sellable journey, its worked.