of $5,000 for each successive flop during the season. The fines would increase to $30,000 for a fifth offense, when a suspension would also be considered. In the playoffs, players are fined $5,000 for their first flopping offense, $10,000 for a second, $15,000 for a third, and $30,000 for a fourth. Any player who flops five or more times could be suspended. History Frank Ramsey, who played on seven championship teams for the Boston Celtics from 1954 to 1965, wrote a cover story in Sports Illustrated in 1963 with writer Frank Deford, where he detailed his flopping technique. Afterwards, Ramsey was reprimanded in a letter by NBA president Walter Kennedy. In the 1970s, Ramsey's coach, Red Auerbach, criticized flopping in one of his "Red on Roundball" segments at halftime during NBA game telecasts. On May 28, 2008, the NBA announced that it would impose fines on players who show a clear case of flopping and suspensions for repeat offenders. However, the league did not impose any fines, but continued to monitor the situation. NBA player Rasheed Wallace has been critical of flopping in the league. In a 2008 interview, when he was with the Detroit Pistons, he complained that: On November 28, 2009, Wallace, by this time with the Boston Celtics, again made sports news wires when he claimed that Hedo Türkoğlu, then with the Toronto Raptors, duped the officials into giving Wallace his fifth technical of the season by flopping: Commissioner David Stern complained about flopping as offensive against the game's officials, but the league has been unable to find a way to punish it or prevent it. And, although Stern agreed with Wallace in principle, the league fined Wallace $25,000. for the 2008 outburst (because of the obscenities) and $30,000 for the second. Shaquille O'Neal loathes opponents who resort to flopping. He criticized Dikembe Mutombo, the 2000–2001 Defensive Player of the Year, in the 2001 NBA Finals and Vlade Divac in the 2002 Western Conference finals for their theatrics. O'Neal said he would never exaggerate contact to draw a foul. "I'm a guy with no talent who has gotten this way with hard work." In a 2006 interview in Time, O'Neal said if he were NBA commissioner, he would "Make a guy have to beat a guy--not flop and get calls and be nice to the referees and kiss ass." However, in a matchup against the Orlando Magic