Its all about the ligitation, they are very afraid they will lose the case for use of player names and likenesses. There are alot of players that never signed over personal rights to EA and the NCAA forever.
If that is what they are thinking internally, then they are really out of touch with consumers. Value is at a premium right now, because the economy is terrible. If you are telling people that you don't actually own what they are paying for, then don't moan when they spend less on whatever the product is. Someone needs to muzzle all their executives, that don't live in reality...
Rusmurf's comments