It started as a growl, probably a few dozen fans intent on booing Warriors co-owner Joe Lacob as he finished the ceremony to retire Chris Mullin's jersey number.
Just a growl. Loud, unruly, but not overwhelming.
Then Lacob started to talk -- and the boos grew louder and angrier.
Then Lacob stopped talking and frowned, and the boos built and built and kept going. Then he said "now that we've got that over with." and the boos cascaded on him and kept cascading until some kind of Warriors history was made.
By the time Mullin walked back to center court to hug Lacob and urge the "best fans in the league" to channel their passion towards positivity -- and to have faith in Lacob's new regime -- it turned into theater.
When Rick Barry grabbed the mike to lecture the fans about "class," that was the night venturing far into the reaches of infamy.
It will never be forgotten -- surely not by Lacob, not by Mark Jackson, not by the Warriors staffers who all seemed stunned, not by the handful of players who were on the court at the time.
It will be filed away like the time Chris Cohan was mercilessly booed off the same court during the 2000 All-Star Game.
And though it surely wasn't the intent of the hundreds or thousands fans who were doing the booing, this night shapes up as a stand or fall moment for Lacob.
Either he has the stuff to move past this sea of rage, and beat it back... or he doesn't.
"Obviously, probably has something to do with the recent trade and some of the fans being upset with that," Lacob said after the game.
"But I think that they will love us, the ownership group, that is, when we win. And we will win."
The initial indication: Lacob did just fine. He didn't quail. He got visibly mad, but he didn't duck for cover. He went back out to his courtside seat in the second half. He kept clapping and cheering for all to see.
He was joking about it not long after the game. Heroic? No. But stern and determined.
OK, yes, Lacob probably shouldn't have chosen that moment to speak; he was again grabbing center stage when it was better left to others, and I believe that led to some of the crowd's anger.
But Lacob didn't deserve THAT treatment. He's not Cohan, and if fans were torturing him for the Monta Ellis trade, he really didn't deserve that, because it's a good far-sighted trade.
"I'm not going to let a few boos get me down, and I don't expect a few boos to get our team down," Lacob said.
"I think everybody has to stay tough, these are tough times, we're going to go out there and we're going to compete and we're going to win.
"And that's my job as an owner, too, we're going to do everything we have to do. Not going to let a few boos stop us.
"I obviously think whoever was booing is incorrect in their assumptions, but we'll just let time heal all wounds. Winning will solve all things."
After the game, Mark Jackson gritted his teeth and said this will only make Lacob work harder to win, and make the Warriors organization more determined to back him up.
"Can't wait," Jackson said when asked about his reaction to the booing of Lacob. "Knowing him, knowing his commitment, knowing his passion... the day is going to come where he's truly appreciated around here.
"I've been around a lot of owners and a lot of teams and the guy is all about winning and putting forth the best possible production...
"I am totally convinced that he is committed to winning here. And the reaction will not deter him from doing what he's promised and what he's committed to."
As Lacob said, this was supposed to be night to celebrate Mullin, and it was, after all, Lacob who made it happen.
He's a better owner than Cohan. He's out in front, he's out in the spotlight. He loves the spotlight.
So Lacob's headline grabbing has gotten the attention of thousands of fans, that we know. They don't like it, or didn't respond positively tonight.
He knows that now. His whole regime now rests on how he reacts -- how steady he is, how resilient he is, how smart he is, and how quickly he makes fans regret this night.