I see this move in a few different lights. I agree with VF21's semi-cynical standpoint to a degree, but I don't think desperation is the right word. The Kings seem poised for another 50+ win season, these are not desperate times and the product on the floor is better than many of us expected. These are not desperate times, and the Kings don't appear to be moving any time soon, no matter the conspiracy theories we come up with.
However, I can see this as a sort of apology to the fans. Part of the Kings identity has been its uber-rapid fan base. The Kings do not have a large national following, never did, even at their zenith. Sacramento is one of the smallest media-markets in the NBA, and the only player with any form of national appeal with endorsements/jersey sales just got traded to Philadelphia. As was ground into the dirt earlier, the Kings are a business. From a business standpoint, I do not envy the Maloofs. We want a better product on the floor? Don't expect to see any discounts on Kings goods/tickets any time soon. Arco Arena is an economic liability, easily the least profitable sell-out in the NBA. How are they supposed to make money? Their only asset is us, the kings hard-core fan base that has been a trademark of the franchise since its inception. I think they are trying to solidify the only asset they have by reminding us how "great" we are, cultivating a pride in being a hardcore Kings fan, hence more $$ spent by us.
Also, I really think there is a apologetic subtext to this whole fan focus. We pay higher prices every year, we give the Kings the highest media percentages in the league, we are the most rabid fans in the NBA and we have no title to show for it, and the past two seasons have been chaotic to say the least. With all the changes made the team runs a real risk of alienating some fans, and if those media shares fall or (God forbid) Arco starts to not sell-out every game the Kings branch of Maloof Entertainment Inc. is in a world of hurt, especially with Mike, Brad, Kenny and after this year (probably anyway) Peja making serious $$ on guaranteed contracts.
Do I like it? No, I think its a little back-handed and pathetic. Can I blame them? No. I'd proabably do the same thing. Can you imagine what would happen if they hyped the team up and the team tanked? There is a very real chance for that to happen this year, there are NO guarantees with this much of a roster overhaul. The backlash against the Maloofs would be tremendous. We Kings fans are some of the most vicious in the NBA, and NBA media person would tell you the same. It would be hellacious, a "stab in the back" to quote one of my history classes. Why not take the safer road and maybe even attract some new fans or push a few border-liners into the hardcore fandom realm? The Maloofs are not desperate, they are trying to protect an investment. If the fans know they are truely appreciated, who knows? Maybe the city stops bitching and we get an arena built. If for whatever reason the Kings local popularity wanes, then we'll see some desperation and I'll be glad I'm in Chico or farther away when that happens.
Sorry about the novel. Putting of HW. Hopefuly my paper tonight is as long as this post!