Lol, right, they care about looking bad.Or tanking a play-in game and then admitting it in a press conference.
99.9% of NBA fans/ media/ etc. don't care about the Jazz resting Walker Kessler on a random game against a another team nobody cares about.
The NBA is run by owners and so for the Jazz to get in trouble, the other owners would have to complain, which they wont because they want to be able to tank themselves when it's advantageous.