Mike Brown did the same thing to Zydrunas Ilgauskas down here in Cleveland last year and never quite recovered the team afterwards. Z was scheduled to break the record for most games played by a Cav and invited a ton of people to watch him do it. Then, for reasons locked only in the mind of Mike Brown, he decided to not play him that night. Now mind you this was the only night of the year that Z was a healthy scratch and there were no discipline issues EVER with Z so the locker room was poisen from that day on.
I have no idea why coaches try and flex their muscles by embarrassing players in front of their family. Makes no sense to me.