NBA fines Spurs $50,000 for not granting media access

I just received a press release that says the following, and this is all it says.

“The San Antonio Spurs organization has been fined $50,000 for failing to make its players available for a required media session on Monday, May 21 during the NBA Western Conference Finals, it was announced today by Stu Jackson, NBA Executive Vice President, Basketball Operations.”

Why the fine?
I don’t know. I do know that the NBA is very serious about its relationship with the news media, and the amount of publicity lost because of this antic by the Spurs was probably worth millions in equivilent advertising dollars.