Mavs will always carry the stigma of complaining about the refs. Nothing much to be done about it.
That writer seems to really sensationalize the situation, it's really not that big of a deal. Everybody b-tches about individual calls, and personally I don't believe the Mavs are being targeted specifically. The fact that it's coming from a respected vet like Kidd and not Cuban should stand for something, but whatever.
As a tangent, based on a bit of that article, it seems like it's become en vogue for sports writers to talk about how most moments in a game carry similar meaning. Like so much emphasis has been put on "clutch" in the past that a new counter-culture of "forward thinkers" have started to emphasize that it's not that big of a deal, a buzzer beater and a random 3 pointer in the second quarter are both worth 3 points, etc etc. Personally I think the gravity of a moment inherently makes it more significant.