So, how do they decide how much of the bonus each player gets? I know some players get incentives and bonuses through their contracts. but what about the guys that didn't even play a minute in the playoffs? Do they get anything? what about injured players? and players in the d-league? what about the towel boy? and the water boy? they contributed to the team's success too, didn't they? and why are playoff tix so much more than reg season tix? ... arrgh! so many questions and points to make with this topic!
... actually, who the heck cares?!

The NBA does not engage in aggressive profit sharing during the regular season.  Ticket sales and concessions are by and large kept by the home team (or the arena depending on local contracts) as is local TV and radio revenue.  National TV games go to the Association for profit sharing as does a large, large bulk of merchandising.  The Warriors may start selling tons of Monta Ellis jerseys at the Oracle, but since they have an official NBA licensed product tag, a bunch of those $$$ goes straight to the league.

The playoffs are a bit different.  The home team only keeps a portion of the gate receipt, the rest being shared. If it costs quite a bit in terms of team expenditures to get deep in the playoffs, there's a very good chance that the team will not directly recoup their costs associated with the playoff run.

Overall, the 'profits' associated with making the playoffs and doing well aren't all that great.  It's not the case by any stretch that winning a championship means being able to make up the costs associated with it because of the revenue sharing for the playoffs.  In one sense, this keeps the playoffs a rather bit more 'pure' as winning, at least as far as the players are concerned, is about winning and not about getting a bigger check then, though of course many a player has received a bigger next contract (rightly or wrongly--Jerome James I'm looking in your direction) because of a playoff performance.

Even though getting to the playoffs won't result in a windfall for the team, in general, it's still a sound economic move to try to get to the playoffs because this means your team has been successful in the regular season and means you're far far more likely to have put fans in the seats  (and will get a bounce in season ticket sales for the next season). The ONLY thing that seems to regularly drive home ticket sales is winning.  Having marketable "stars" is illusive and the effect rarely lasts (not true of road games, but that's moot if you don't share reg season revenue).  Win and sell tickets, lose and the fans stay home.  Adding a "star" gets a very, very, very short bounce that goes away if you don't win.

Playoffs are about players wanting to win.  Players who need financial incentive beyond what they get paid in the regular season to try to win in the playoffs are likely to never get their in the first place.