The NBA makes more $ if the finals go to 7 games. How much influence does that have on refereeing and players?

Zero. Look at it this way; if a 7-game series makes the league more money, then a 4-game sweep should logically cost the league money, both from the loss of extra games and the lack of interest in a blowout series. So if anyone was influenced by this (refs, players, etc.), it should show up in the numbers. In the best financial interst of the league, there should be a LOT more 7 game series than sweeps. Since the 2003 playoffs, when the league expanded all postseason rounds to best-of-seven, the NBA has had 25 series go the full seven...and 22 sweeps.