But clearly flopping is an issue with the NBA suits because it is an image thing, which is why they not only started not only fining players for flopping but also making sure that fine (just $5,000 for the first instance) is public. Tony Allen got fined on a play where the call was a legitimate flagrant foul but he oversold the non-existent head injury anyway — the league wants to do away with this issue.
LeBron, he doesn’t see what the big deal is. It’s all about just trying to gain an advantage, he told Ken Berger at CBSSports.com.
“It’s year one (of the fine protocol), so you’re not just going to go cold turkey,” James said. “Guys have been accustomed to doing it for years, and it’s not even a bad thing. You’re just trying to get the advantage. Any way you can get the advantage over an opponent to help your team win, then so be it.”
Source: Kurt Helin, Pro Basketball Talk LeBron Doesn't Think Flopping Is A Big Deal by Blake Bass