PHOENIX – The conversation surrounding tanking in the NBA is as big as it has ever been, and former Suns player and General Manager James Jones had an interesting take on the situation per Duane Rankin of AZCentral.
Thank you for reading this post, don't forget to subscribe!Former Phoenix Suns GM James Jones, who is now the NBA’s executive vice president, head of basketball operations, addressed the new tanking rules from a basketball perspective.
“I don’t think the league’s ever been in a place where teams have been this deep and the talent pool…
— Duane Rankin (@DuaneRankin) May 29, 2026
Now serving as the NBA’s executive vice president and head of basketball operations, Jones recently addressed why the league continues adjusting lottery and tanking rules. His explanation revealed something bigger than draft positioning: the modern NBA may be too talented for traditional tanking models to make sense anymore.
May 5, 2023; Phoenix, Arizona, USA; Phoenix Suns general manager James Jones prior to the game against the Denver Nuggets in game three of the 2023 NBA playoffs at Footprint Center. Mandatory Credit: Mark J. Rebilas-USA TODAY Sports
Jones argued that many teams with losing records are not actually devoid of talent. Instead, injuries, poor coaching decisions, chemistry problems, or uneven roster construction can derail otherwise competitive teams. In previous eras, the league’s worst teams often lacked NBA-caliber depth entirely. Today, even rebuilding franchises feature players capable of starring on any given night.
Nov 8, 2023; Chicago, Illinois, USA; Phoenix Suns general manager James Jones, center, and owner Matt Ishbia, right, watch their team warms up before a game against the Chicago Bulls at United Center. Mandatory Credit: Jamie Sabau-USA TODAY Sports
Scoring depth across the league continues to rise, young talent is entering the NBA more prepared than ever, and playoff races routinely remain crowded deep into the season. The gap between elite and struggling teams has narrowed significantly. For fans, that changes how losing is viewed. Supporters no longer accept obvious rebuilding strategies as easily because the expectation of competitiveness exists almost everywhere. Markets like Phoenix understand this pressure firsthand. Fans invest emotionally and financially into teams expecting effort, not strategic losing disguised as long-term planning. That is why Jones’ comments resonate nationally.
Feb 18, 2023; Salt Lake City, UT, USA; NBA commissioner Adam Silver speaks in a press conference during the 2023 All Star Saturday Night at Vivint Arena. Mandatory Credit: Kirby Lee-USA TODAY Sports
The NBA is trying to protect competitive balance while discouraging organizations from gaming the system. The challenge now is philosophical as much as strategic: how does a league reward rebuilding without encouraging losing? That question may define the NBA’s next era more than any single draft class ever could.
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Reporter Benjamin Bliklen covers the Arizona Diamondbacks, Arizona Cardinals, and Phoenix Suns for Burn City Sports. You can follow him on his X account, @BenBliklen
