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SAN ANTONIO, TEXAS -- You have to love the NBA's marketing department (also known as "Shaq"). You have to love the way they promote players until they're purple and gold in the face. The first pick of the NBA draft comes with a guaranteed contract and a nickname good for three years. Afterall, who wouldn't want to cheer on The Flash, Mighty Mouse, White Chocolate or King James?

When an injured Chris Webber forced Peja Stojakovic to take over the reigns in Sacramento, the media billed him as the next Larry Bird. Quite possibly because Larry's name was easier to spell.

Shaquille O'Neal is a fast food restaurant, of sorts, for nicknames. Superman, Shaq-Fu, the Big Aristotle, Shaq Diesel. He even went as far as anointing himself the Most Dominant Ever.

But deep in the heart of South Texas is a small market called San Antonio. They rarely make any noise other than around N.I.O.S.A., but they are there. And they're in the Finals. Not that anyone would notice.

The engine running the machine is a little-known player by the name of Tim Duncan. Drafted as the first overall pick out of Wake Forest, Tim led the Spurs to their first title in 1999, and their second in 2003. But if you ask him, he wasn't the reason they won. It was Coach Pop; it was David; it was the chemistry and his teammates.

Tim doesn't wag his finger, or test the durability of the rims. He doesn't scream or fight or punch fans. He stares. And if he is really mad, he makes his eyes bulge. The last time I checked, such reactions don't get you air time on Sports Center. But if you're Tim Duncan, it doesn't matter.

He lets the winning speak for itself.

Replacing windmill dunks with precision bank shots, Duncan has methodically gone about his business, averaging career numbers while getting overlooked by the high-wire act of Manu Ginobili, and the celebrity dating of Tony Parker. But it's hard to argue this is anyone's team but his, with the Spurs on the NBA's highest stage for the third time in seven years.

It is no coincidence that the Spurs' franchise has been the most successful in all of professional sports over the past seven years. And for that, we can thank Tim Duncan - the loveable, huggable, most dominating player ever.