Why The Late Start?

I could probably start a separate blog discussing all of the things in sports that annoy me (NASCAR in particular) but one of the things that is annoying me tonight is that I do not understand why the NBA insists on starting these final games at 9 pm.  Throughout the season most games start at 7 pm with the occasional 8 pm start for nationally televised games.  Why do they insist on starting these finals games so late?  (Side note - I'm sure it has to do with TV money.)  Not to sound like Kornheiser, but these late start games end past my bed time.