Said it before and I'll say it again: they're on the cusp on something substantial here. They'd be wise to shape up and take advantage of gamers slowly but surely souring on the 2K brand. The unfortunate part is that in 5 - 7 years from today when the script has been flipped, you
know EA will begin pulling the bs they're notorious for. These next 3 - 5 years will be eventful once they become an acceptable alternative to 2K and knock them off of their perch, but at the same time....well, it's still EA. Regardless, I like how this is shaping up. Some have become so attached to 2K that they will fight this inevietability tooth and nail, but Live will be a problem sooner than later.