Yeah, "captivating" is a bit strong. You still don't see much Hawks paraphernalia/regalia on proud display outside of the arena, and casual conversations don't seem to strike up unless they're on the TV in front of you at-the-moment. Unlike Memphis, where the floods are literally at downtown's doorsteps while their basketball team is navigating unchartered waters of a far less challenging sort, there has not much connection between the Atlanta-area professional sports and the hard-hit storm areas where college football reigns supreme in the collective consciousness.
Largely due to the lack of confidence being engendered by this team through a consistent style of winning play, there's no build up of "Little Engine That Could" euphoria like we had for the early 90s Braves or the 2000 Dirty Birds. And a sports town weary of postseason collapses by its Falcons and Braves are always weary to invest their hearts and energies toward another team that, when they do lose, seem to enjoy losing at epic proportions.
An NBA Finals appearance against a media-popular team (I guess Dallas, by default) will shake things up a little, and a championship parade would draw out a few bandwagoners (of all creeds, sizes, and colors) learning anew how to spell "ATL" for chanting purposes. My inner skeptic, though, suggests the dreaded "F" word (fluke) would pop up enough times in the media and around town to dampen any spirits the Hawks could generate locally even with an NBA title. The mindset appears to be "Show Me... okay, fine, now Show Me again, but more convincingly this time."
~lw3