I think, the prospect of creating a brand new game engine from scratch is out of the question, it would take years with no guarantee of success after the investment. Their current game engine, the animation system, and the player models etc, being recycled from previous generations is going to keep the game behind 2K forever. EA sports is really in a no win situation, the player faces being scanned in is a start, but the overhaul needed to become a viable source of competition is no where on the horizon. I wonder if anyone will post before and after screen shots of the player faces in LIVE for comparison.