on March 3, 2009, O'Neal flopped against center Dwight Howard. Magic coach Stan Van Gundy was "very disappointed cause [O'Neal] knows what it's like. Let's stand up and play like men, and I think our guy did that tonight." O'Neal responded, "Flopping is playing like that your whole career. I was trying to take the charge, trying to get a call. It probably was a flop, but flopping is the wrong use of words. Flopping would describe his coaching." Shortly before the Indiana Pacers were to take on the Miami Heat in the 2012 Eastern Conference semifinals, Pacers head coach Frank Vogel criticized his opponents for alleged flopping: Vogel was fined $15,000 by the league for these remarks. In May 2012, Commissioner David Stern reiterated that flopping is a legitimate concern. Fines for flopping were introduced the following season. On November 21, 2012, Brooklyn Nets forward Reggie Evans became the first NBA player to be fined for flopping. After having been warned for a previous offense, the NBA league office identified an instance of flopping on Evans in the Nets' loss to the Los Angeles Lakers on November 20, 2012. Evans was fined $5,000. The rate of violations slowed as the season progressed, an indication that players realized the rule was being enforced. There were 24 violations during that regular season, with five players receiving the $5,000 fine for a second offense. In the 2013 Eastern Conference semifinals between the Chicago Bulls and the Miami Heat, Bulls head coach Tom Thibodeau accused LeBron James of flopping. James vehemently denied the accusation, saying "I don't need to flop. I play an aggressive game but I don't flop. I've never been one of those guys. I don't need to flop. I don't even know how to do it. So it doesn't mean much to me." Thibodeau was fined $35,000 by the league for his comments. Nonetheless, James was seen winking after a flop in Game 5 of the Eastern Conference semifinals in 2011. On May 29, 2013 before Game 4 of the Eastern Conference Finals against Indiana Pacers, James again denied that he is a flopper, but said that he recognizes flopping as an effective strategy. "Some guys have been [flopping] for years, just trying to get an advantage. Any way you can get an advantage over the opponent to help your team win, so be it," James said. As of June