Plaschke is a "sports pundit", and just like political pundits, attention is like crack to these people. The best way to get attention? Say something ridiculous and outrageous. Look at how many interviews, appearances, and threads have been devoted to his Game 1 comments just because of how extreme they were. Since Bill is an LA columnist he's going to be saying these things against the Celtics - when the series is over, mark my words, he'll be the first to come out with a "fire Phil Jackson" or "trade Kobe" column for the exact same reasons. That's really all there is to it, I doubt even he entirely believes what he's saying at this point.