He keeps doing nonsense like that because the idiots running ABC/ESPN's coverage eat it up like re s. Like they don't realize it's put on specifically so that they'll slobber over him and tell us "how much he wants it" and "what a compe or is" and all of the other cliches that they pretend make him unique. If they stopped showing it and going on and on about it, he'd stop doing it. Like most of what he does, it's calculated and for attention.
The good thing about game four was not only did the Celtics win (and the Lakers lost), but that they didn't do so by predictably receiving the benefit of the doubt after complaining about the officiating. In fact, they won despite the Lakers receiving the benefit of the doubt (Gasol continues to climb the ranks in terms of star treatment; I've got him behind Nowitzki, maybe James and that might be it at this point). So now the Lakers can't complain about the officiating and expect a bailout in game five. Even though they'll probably complain anyway and receive the benefit of the doubt, but it's not a given like it otherwise would have been.