[A]s the owner of a basketball team, he noticed the talent was rubbing down with flimsy 49-cent NBA rags, and he remembered how that felt. He bought $20 towels, virtual velour, with the Mavs' logo on them, and hung them not only in his team's locker room but also in the visitors'.
As Cuban likes to say, the only thing that's really expensive is losing. "Everything I do is about taking away excuses," he says. "A player can't get enough sleep because he has a foam pillow? We upgrade hotels on the road."