All it took was one elbow to the face, an uncontrollable giggle fit, and an insincere “apology” to turn the 76ers into the biggest heels of the NBA playoffs.

Gone are the lovable losers of The Process. The heel turn is complete. The 76ers are now the villains of the NBA playoffs and it’s amazing.

The Nets cannot keep themselves from talking about Joel Embiid and Ben Simmon’s giggle fit when JoJo tried to apologize for almost caving in Jarrett Allen’s nasal cavity after game two. Embiid tried to play it off,  but the Nets took it to heart and have been losing their minds in the media leading up to game three. Always good to have a nice distraction right before a key moment in a playoff series.

As HHH always says, “it’s all about the game, and how you play it.”

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I’ve always felt like there’s no need to defend your reporting if you trust your sources and believe in your work. You don’t need to justify your process or go on sports radio or write follow-up pieces. All you have to say is, “my sources are sound, I stand by my work.”

That’s just my opinion.

Chris Sheridan took another approach, addressing the negative response to his New York Daily News article describing dysfunction and disagreement within the Sixers locker room and front office. His story, 76ers’ Brett Brown is heading for coaching purgatory, was widely panned and even skewered by Sixers Vice President of Communications Dave Sholler, who called it a “steaming pile of trash.”

Sheridan wrote a column for Heavy.com, titled “Why Sixers are Angry About Daily News Report on Ben Simmons” in which he compared Sholler’s response to that of a 4th grader and went on to blow a little bit of sunshine up his own butt.

Wrote Sheridan:

Sholler is the Vice President of Communications for Harris-Blitzer Sports and Entertainment, the conglomerate that runs the Philadelphia 76ers, New Jersey Devils, Prudential Center and renowned esports franchise Team Dignitas, according to Sholler’s Linked In profile.

So the guy makes a lot of money, and it is his job to protect his bosses, put out fires and try to control the message.

Sholler’s inability to do so with dignity in response to the New York Daily News story concerning internal turmoil within the Philadelphia 76ers was a dead giveaway that the story was right on the money.

Yeah? Maybe. I don’t know. I wasn’t in the locker room or eavesdropping on Elton Brand.

I did point out yesterday that I’ve never once seen Dave Sholler respond to a story in this fashion, and there have been plenty of unflattering things written about the team in the past. He did not, for instance, criticize the ESPN story detailing the confrontation between Brett Brown and Jimmy Butler before the Portland road game, an incident proven to be true and later addressed in detail by both Brown and Butler. In this case, Brown and Ben Simmons basically swatted Sheridan’s story away.

More from him after the jump:

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Game three in Brooklyn tomorrow night.

The Nets had media availability today and said some things about the wicked elbow Joel Embiid struck Jarrett Allen with on Monday night, the Shaquille O’Neal spin move that resulted in Joel receiving a flagrant 1. After the game, Embiid and Ben Simmons started laughing after Joel offered up an apology:

"I got him pretty good and I'm sorry about it."

Joel Embiid cracks up after apologizing for his flagrant elbow to Jarrett Allen's face. pic.twitter.com/Hk1A3tH96B

— Ballislife.com (@Ballislife) April 16, 2019

“I’m not usually humble, that’s why he’s laughing,” Embiid explains at the end of that clip.

You might recall that Rodions Kurucs was also given a flagrant-1 when he got Simmons with an elbow a few possessions later, a play where he was boxing out Ben on a rebound attempt.

That video, after the jump:

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