Just to clear up one thing about 2K5. ESPN NFL 2k5 was developed by Visual Concepts, published by 2K Sports [who is under Take-Two interactive with the GTA franchise now] and ESPN was ONLY used as a LICENSE for graphics and presentation. ESPN did nothing to develop that game, but add in their music, menus, over-lays, commentator [Chris Berman] and NFL style shows. That is all they did, they allowed 2K to use the license for presentation, which was GENIUS.
Ever since EA got the ESPN license, and exclusive rights for that matter, you see NO ESPN integration in ANY of the games like 2K did.
2k3 was actually the first of the series to use ESPN. Games like NFL 2K3, NBA 2K3, and so on through 2K5, used the ESPN licenses and they got better and better every single year. They actually used it. EA only got it so they could keep it from everyone else. Yes, the NFL did put up their rights for auction and they can do that legally and EA bought it, but, you can't tell me that EA didn't persuade the NFL or ESPN into doing that. They knew they could just buy the licenses out and put 2k out of business in football. EA tried to do this with the NBA but thankfully the NBA said no, and now we have the best basketball game ever in NBA 2K11 out. With competition we now have one of the best baseball games ever in MLB 11 The Show [if you have a PS3 that is

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Competition breeds success, the free market does work, unfortunately, EA took the easy way and cheap way out. Although they lost a ton of money and dwindling sales over angry consumers with the decline in their games in regards with the NFL exclusive rights, they won the video game football war with dollars instead of programing.
Business sense it was a great decision, yes, but creative and competitively and what's best for the consumer? No way.