Obsessing about it. No, I don't think the refs read or hear about these complaints and fundamentally alter the way they call the game. The refs are not determining the outcome of this series. The players and coaches are. Sure, NBA execs would prefer to see Philly in the Finals instead of the Bucks because Philly has one of the league's biggest stars, Allen Iverson.
Stars drive ratings.
They could also sell Mutombo vs. Shaq, all-defensive vs. Shaq Diesel. It may make them think a little longer about imagining themselves in Milwaukee, but it won't make much difference. Mutombo, Gary Payton, Chris Webber are all examples of A-list free agents who said they would not play in Milwaukee. Guys with a choice will go big market or warm weather. Milwaukee has neither.