Definitely don't like it. Why by quarter, why not 6 minute segments? It's silly. The game is the game, and teams will work as hard as they think they have to, in order to win. Coaches should try to win every quarter anyway, but even if they only win one by a big margin and lose three others by one point each, they still win the game and their team deserves all the credit. Adjustments and strategy are a big part of the game, but they take time as each team adjusts to what the other team is doing.