Danny Ainge doesn't like Rob Williams' nickname, Time Lord. Neither do I. I was as worried as anyone when Rob missed a conference call and was late for practice, but that is history. But I do understand why media types may like it. The opportunities are there for integrating the word time into writing and broadcasting. It can be used and abused in many ways.
When Williams comes out of the game, it's a Time out. When he walks with the ball, it is Time travel.